Document Type : Research Paper
Author
Assistant professor of sport management, Arak university
Abstract
The purpose of this study was to determine the relationship of market orientation and brand orientation with small sports clubs' performance in Isfahan Province and to present the structural equation modeling. The research method was descriptive-analytic and correlation type. For modeling, we used the partial least squares approach. The statistical sample of research was sport businesses including small sports clubs, which were selected by simple random sampling. The results showed that there is a positive and significant relationship between market orientation and brand orientation and the sports clubs’ performance, and the sports clubs’ performance is predicted by market orientation and brand orientation. It seems that businesses seeking to obtain information from customers in order to meet their present and future needs have a better performance. In other words, market orientation is an important predictor for the clubs’ performance. Additionally, businesses following the process of creating and developing the brand have a positive impact on the clubs’ performance. People may be more likely to buy a small sports club in response to a well-known brand.
Keywords
Main Subjects
- Abdul Wahab, S. (2011). Investigating the impact of innovation and entrepreneurial orientation on performance (Case study: Private entrepreneurs and Pasargad insurance companies). (Unpublished master's thesis). Tehran University, Tehran. (Persian).
- Agarwal, S., Erramilli, M. K., & Dev, C. S. (2003). Market orientation and performance in service firms: Role of innovation. Journal of Services Marketing, 17(1), 68-82.
- Bahmani, M. (2017). Investigating the effect of brand orientation on brand performance considering the mediating role of market orientation and the entrepreneurial approach (Case study: Managers of companies based in Shiraz industrial town). (Unpublished master's thesis). Semnan University, Semnan. (Persian).
- Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
- Bauer, T., Perrey, J., & Tochtermann, T. (2012). It's all about the brand, the importance of brands and the brand-oriented industry in Germany, retrieved from http://www.aim.be/uploads/news_documents/Its_All_About_the_Brand1.pdf
- Baumgarth, C. (2010). Living the brand: Brand orientation in the business to business sector. European Journal of Marketing, 44(5), 653–71.
- Bay, N., Soleimani Moghadam, R. Shariati, J.D (2016). The study of the market orientation role in the profitability of the business of gymnasium in Kermanshah. Sport Management Journal, 10(1): 149-62. (Persian).
- Carson, D. (1990). Some exploratory models for assessing small firms′ marketing performance (A qualitative approach). European Journal of Marketing, 24(11), 8-51.
- Chin, W.W. (1998). The partial least squares approach to structural equation modeling. In G. Z. Marcoulides (Ed.), Modern methods for business research (295-358). New Jersy:Lawrence Erlbaum Associate.
- Elis, P. D. (2006). Market orientation and performance: A meta-analysis and cross- national comparisons. Journal of Management Studies, 43(5), 1089- 107.
- Ericsson, C. (2015). A typology of brand orientation: A case study of corporate brand management. (Unpublished master thesis). Lund's University, Sweden.
- Ericsson, C., & Holmblad, G. (2013). A typology of brand orientation (Case study of corporate brand management). (Unpublished master thesis). Lund's University, Sweden.
- Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394- 410.
- Gunday, G., Ulusoy, G., Kihc, K., & Alpkan, L. (2011). Effects of innovation types on firm performance. International Journal of Production Economics, 133(2), 662-76.
- Heidarzadeh, K., & Neibzadeh, Sh. (2009). Evaluation of the effect of market orientation on the business performance of the companies accepted in the stock exchange and the presentation of the applied framework. Management Research Magazine, 80, 13-39. (Persian).
- Hulley, S. B., Cummings, S. R., Browner, W. S., Grady, D., & Newman, T. B. (2013). Designing clinical research: An epidemiologic approach (4th Ed.). Philadelphia, PA: Lippincott Williams & Wilkins.
- Kaplan, N. (2016). Performance management: An administrator's guide for assessing and improving employee performance (Abol-Alaei., B., Translator). Tehran: Industrial Management Press. (Persian).
- Khon, F., & Adnan, K. A. (2016). Brand orientation of small enterprises: A study based on apparels industry in Khulna city. International Journal of Managing Value and Supply Chains, 7(1), 55-71.
- Krica, A., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69, 24-41.
- Marinova, D., Ye, J., & Singh, J. (2008). Do frontline mechanisms matter? Impact of quality and productivity orientations on unit revenue, efficiency, and customer satisfaction. Journal of Marketing, 72(2), 28-45.
- Mater, S., Gray, B. G., & Garrett, T. (2004). Market orientation, brand investment, new services development, market position and performance for service organizations. International of Service Industry Management, 15(3), 284-301.
- Mijan, R. (2015). The essence of brand orientation. South East Asia Journal of Contemporary Business, Economic and Low, 8(2): 1-4.
- Nobakht Sarban, F. (2014). Designing a success model for small and medium business with an entrepreneurial approach. (Unpublished doctoral Dissertation). Tarbiat Modares University, Tehran. (Persian).
- Pakdel, M. R., Neyabzadeh, S., & Dehghan Dehnavi, H (2011). Evaluation of the impact of market orientation, innovation and customer loyalty on business performance. Marketing Management Magazine, 10: 1-26. (Persian).
- Rezaie Sufi, M., Farahani, A., & Yar Ahmadi, J. (2016). The role of market orientation on market intelligence in sport companies. Sports Management and Development, 1(8), 51-65. (Persian).
- Sermrau, T., Ambos, T., & Kraus, S. (2016). Entrepreneurial orientation and SME performance across societal cultures: An international study. Journal of Business Research, 69(5), 1928-32.
- Urde, M. (1994). Brand orientation: A strategy for survival. Journal of Consumer Marketing, 11(3), 18-32.
- Urde, M. (1999). Brand orientation: A mindset for building brand into strategic resources. Journal of Marketing Management, 15, 117-33.
- Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation, from alternative to synergy. Journal of Business Research, 66(1), 13-20.
- Voss, G. B., & Voss, Z. G. (2000). Strategic orientation and firm performance in an artistic environment. Journal of Marketing, 64(1), 67-83.
- Wang, T., Thornhill, S., & Zhao, B. (2016). Pay- for- performance employee participation and SME performance. Journal of Small Business Management, 56(3):412-34.
- Watson, J. (2007). Modeling the relationship between networking and firm performance. Journal of Business Venturing, 22, 852-4.
- Wolff, J. A., & Pett, T. L. (2006). Small-firm performance: Modeling the role of product and process improvements. Journal of Small Business Management, 44(2), 268-84.
- Wong, H. Y., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product and Brand Management, 14(3), 155-62.
- Yusof, A., & Pariah, M. (2008). Globalization and Malaysian sports industry. Journal of Intentional Studies, 8, 112-6.
- Zhang, Y. (2009). A study of corporate reputations influence on customer loyalty based on PLS-SEM model. International Business Research, 2(3), 28-35.
- Zhou, K. Z., Li, J. J., Zhou, N., & Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. Strategic Management Journal, 29(9), 985-1000.
- Zhou, K. Z., Yim, C. K., & Tse, D. K. (2005). The effects of strategic orientations on technology- and market-based breakthrough innovations. Journal of Marketing, 69(2), 42-60.
)