نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی، دانشگاه جهرم
2 استاد مدیریت ورزشی، دانشگاه خوارزمی
3 دانشیار مدیریت ورزشی، دانشگاه خوارزمی
4 استادیار مدیریت ورزشی، دانشگاه تربیت مدرس تهران
چکیده
مسئولیت اجتماعی مفهوم جدیدی در بازاریابی و مباحث جامعه‌شناسی است که باشگاه‌های فوتبال دارای پتانسیل استفاده از آن می‌باشند؛ ازاین‌رو، هدف اصلی از پژوهش حاضر تدوین راهبردهای مسئولیت اجتماعی باشگاه‌های لیگ برتر فوتبال ایران بود. نمونۀ آماری پژوهش را 19 نفر از نخبگان، مدیران، مربیان و اعضای هیأت علمی تشکیل دادند که به روش مصاحبه و با استفاده از نمونه‌گیری نظری انتخاب شدند. انتخاب خبرگان نیز با حداکثر نوسان انجام گرفت. شایان‌ذکر است که یافته‌ها از طریق روش کدگذاری در سه مرحلۀ باز، محوری و انتخابی مورد تحلیل قرار گرفتند. براساس نتایج، 42 نشان در کدگذاری شناسایی گردید که در 14 مقوله شامل: آموزش رسانه‌ها، آموزش اخلاقی و اجتماعی مدیران، ورزشکاران و ذی‌نفعان، آموزش شهروندی، جامعه‌سنجی، برند‌سازی اجتماعی، مدیر‌سازی، توسعۀ مالی، ترویج، توسعۀ زیربنایی، توسعۀ داوطلبی، فوتبال‌سازی نسل چهارم، عقد قرارداد، شبکه‌سازی برخط، دیپلماسی و مذاکره و شش مؤلفۀ آموزش، مهندسی اجتماعی، استقلال‌گرایی، ساختار‌سازی، تفکر‌سازی و ارتباطات طبقه‌بندی شدند. برمبنای نتایج می‌توان گفت که هر راهبرد می‌تواند بنا‌بر موقعیت جامعۀ محلی و باشگاه فوتبال در اولویت قرار گیرد تا باشگاه و جامعه هر دو منتفع گردند.
کلیدواژه‌ها
عنوان مقاله [English]
Codification of Social Responsibility Strategies for Football Clubs of Iran's Primer League
نویسندگان [English]
- Mohammad Sadegh Afroozeh 1
- Amir Ahmad Mozafari 2
- Najaf Aghaee 3
- Marjan Safari 4
1 Assistant Professor of Sport Management, Jahrom University
2 Professor of Sport Management, Kharazmi University
3 Associate Professor of Sport Management, Kharazmi University
4 Assistant Professor of Tarbiat Modares University of Tehran
چکیده [English]
Social responsibility is new concept in marketing and sociology field that football clubs have potential to use it. The main objective of this study was codification of Strategies for Football Clubs of Iran's Primer League. The sample consisted of 19 people's experts, administrators, coach and faculty who were selected through theoretical sampling and Maximal Variation. Data analyzed through three stages coding include open, axial and selective. In coding, 42 cods, 14 fields in six categories include of media education, ethical-social education for managers, athletics and stakeholders, education citizenship, sociometry, Social branding, director maker, financial development infrastructure development, volunteer development, development of fourth generation in football, contracts, online networking, negotiation and diplomacy and 6 components of education, social engineering, independence, structuring, thinking and communications were classified. Each strategy according to local community and the football club's position can be prioritized to benefit both the club and the community.
کلیدواژه‌ها [English]
- Social Responsibility
- Strategy
- Education
- Society
- Primer League
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