مطالعات مدیریت ورزشی

تأثیر هوش تجاری بر عملکرد مالی از طریق نوآوری و موفقیت برند (مطالعۀ موردی: باشگاه‌های خصوصی ورزشی شهر رشت)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه گیلان

2 استادیار مدیریت ورزشی، پژوهشگاه تربیت‌بدنی و علوم ورزشی

3 دانشجوی کارشناسی ارشد مدیریت ورزشی، دانشگاه گیلان

چکیده
هدف از پژوهش حاضر، بررسی تأثیر هوش تجاری از طریق نوآوری و موفقیت برند بر عملکرد مالی باشگاه‌های خصوصی ورزشی شهر رشت بود. روش این پژوهش از نوع توصیفی ـ پیمایشی بوده و جامعۀ آماری آن را مدیران باشگاه‌های خصوصی شهر رشت تشکیل دادند. به‌دلیل محدود‌بودن جامعۀ آماری، نمونۀ آماری برابر با جامعۀ آماری (کل‌شمار) در نظر گرفته شد (49N=). به‌منظور تجزیه‌ و تحلیل داده‌ها و روابط بین متغیرها نیز نرم‌افزار اسمارت پی ال اس 2 مورد استفاده قرار گرفت. یافته‌ها نشان می‌دهند که هوش تجاری به‌ترتیب اثر معنا‌داری بر نوآوریو عملکرد مالی باشگاه‌های ورزشی خصوصی دارد؛ اما اثر آن بر موفقت برندمعنا‌دار نمی‌باشد. درمقابل، تأثیر نوآوری بر موفقیت برند و عملکرد مالی معنادار می‌باشد. موفقیت برند نیز بر عملکرد مالی تأثیر دارد. براساس یافته‌ها مشخص می‌شود که هرچند هوش تجاری به‌طور قابل‌توجهی توانایی پیش‌بینی عملکرد مالی را دارد؛ اما درک این مکانیزم و دست‌یابی به موفقیت مالی، نیازمند توجه به کارآمدی سیستم نوآوری و اثربخشی مدیریت برند می‌باشد. 

کلیدواژه‌ها

موضوعات

عنوان مقاله English

The Effect of Business Intelligence on Financial Performance through Innovation and Brand Success (The Case Study: Private Sports Clubs in Rasht

نویسندگان English

  • shahram shafiee 1
  • Hossein Zareian 2
  • Hosein Brakhas Ghormish 3
1 Assistant Professor of Sport Management, University of Guilan
2 Assistant Professor of Sport Management, Sports Sciences Research Institute
3 M.Sc. of Sport Management, University of Guilan
چکیده English

The aim of the present study was to investigate the effects of business intelligence through innovation and brand success on the financial performance of private sport clubs in Rasht. This is a descriptive-survey research. Due to limited statistical population, the sample size was considered equal to population (total number) (N = n = 49). Results showed that business intelligence had significant effect on financial performance of private clubs. Business intelligence also had significant effect on innovation, but it had no significant effect on success of brand. We also found that innovation had significant effect on success of brand and financial performance, while there was no significant effect of success of brand on financial performance. Based on these finding, although business intelligence has the ability to predict financial performance, understanding underlying mechanisms and achieving financial performance require paying attention to performance of innovation system and efficacy of brand management.

کلیدواژه‌ها English

  • Business Intelligence
  • Brand Success
  • Financial Performance
  • Innovation
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مطالعات مدیریت ورزشی
دوره 9، شماره 41
فروردین و اردیبهشت 1396
صفحه 127-146

  • تاریخ دریافت 19 آبان 1395
  • تاریخ بازنگری 29 دی 1395
  • تاریخ پذیرش 06 بهمن 1395

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