Document Type : Research Paper
Authors
1 Ph.D. in Sport Management, Kharazmi University*
2 Associate Professor of Sport Management, Kharazmi University
3 Associate Professor of Sport Management, Tehran
4 Assistant Professor of Sport Management, Tarbiat Modares University
Abstract
Why would a company's value proposition to customers by other companies? The value proposition of packages of products or services that meet the needs of a particular segment of customers. The aim of this research was identifying the components of value proposition Sport businesses model as one of the components 9 business model Osterwalder. This is an applied research and the kind of research was survey study. Statistical populations were owners and managements businesses of sport service and Academic experts in the field of business management and sports management those choice 21 persons. Sampling method was snowball Targeted and non-random until theoretical saturation. The methodology was qualitative using Content Analysis and Semi-structured interview methods and components to the customer value proposition as one of the main elements of the business model sports and sports services were identified. Results showed educational services provided to the customer, consulting services, utilities, health, wellness, recreation, sports medicine services and emotional needs the values of sports are offered in business. Then respond to financial needs and sell products in the next rank component of the value proposition to business customers’ sports services. Based on the findings, it is recommended to business managers Sport, by analyzing the needs of customers, value proposition competitors and analyze the internal and external business, to create customer value proposition components as a key element of competition in Sport service businesses will have special attention.
Keywords
- Abedi Jafari, H., Taslimi, M., Faghihi, A., & Sheikhzade, M. (2011). Content analysis and content network: Simple and efficient method to explaining patterns in data quality. Strategic Management Thought, 10, 151-98. (Persian).
- Aron, B. (2015). An exploratory study into managing value creation in tourism service firms: Understanding value creation phases at the intersection of the tourism service firm and their customers. Tourism Management Journal, 51, 186-200.
- Adrodegari, F., Saccari, N., & Kowalkowski, C. (2016). A framework for PSS business model: Formalization and application. Procedia CIRP, 47, 519-24.
- Ayazi, M., Toraji, F., Esmaili, M. R., & Zarei, A. (2015). Development and validity of the test of entrepreneurial behavior scale in sport’s SMEs in Tehran. International Journal of Biology, Pharmacy and Allied Sciences, 4(11), 899-911.
- Baldassarre, B., Galabretta, G., Bocken, N. M. P., & Jaskiewicz, T. (2017). Bridging sustainable business model innovation and user-driven innovation: A process for sustainable value proposition design. Journal of Cleaner Production, 147, 175–86.
- Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
- Baumann, J., Meunier, K., & Wilson, H. N. (2017). The challenge of communicating reciprocal value promises: Buyer-seller value proposition disparity in professional services. Industrial Marketing Management, 64, 107-21.
- Chesbrough, H., & Rosenbloom, R. (2002). The role of the business model in capturing value from innovation: Evidence from Xerox corporation’s technology spinoff companies. Harvard Business School. Industrial and Corporate Change, 11(3), 529-55.
- Esra, A., & Umit, A. (2012). Identifying dimensions of attractiveness in employer branding: Effects of age, gender, & current employment status. 8th International Strategic Management Conference. Social and Behavioral Sciences, 58, 1336-43.
- Esmaeili, M., Ehsani, M., Kuzeh Chiyan, H., & Honari, H. (2016). Modeling the impact of market orientation on customer future behavior in sport facility according perceived value. Sport Management Studies, 8(36), 147-66. (Persian).
- Fandos Roig, J. C., Sanchez, J., Moliner, M. A., & Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24, 266-83.
- Faridchehr, A. (2011). Model for evaluating the value received from a client perspective. Journal of Business Management, 4(2), 83-99. (Persian).
- Ghaforiyan, V. (2009). Value-based management. Journal of Social Science Education, 14(2), 8-16. (Persian).
- Kans, M., & Ingwald, A. (2016). Business model development towards service management. Procedia CIRP, 47, 489-94.
- Kessler, A., & Frank, H. (2009). Nascent entrepreneurship in a longitudinal perspective: The impact of person, environment, resources and the founding process on the decision to start business activities. International Small Business Journal, 27(6), 720-42.
- Lambert, S. (2008). A conceptual framework for business model research. Paper presented at the 21st Bled Conference Collaboration on Overcoming Boundaries through Multi-Channel Interaction June, Bled, Slovenia.
- Margret, J. (2002). Why business models matter. Harvard Business Review, 80(5), 86-92.
- Mohammad Kazemi, R., Yadollahi Farsi, J., Zivyar, F., & Panahi, F. (2013). Designing a business model for educational institutes (Chess schools). European Journal of Scientific Research, 103(4), 559-569.
- Moorthi, Y. L. R., & Mohan, B. C. (2017). Brand value proposition for bank customers in India. International Journal of Bank Marketing, 35(1), 24-44.
- Osterwalder, A. (2004). The business model ontology a proposition in a design science approach. (Doctoral dissertation). L’Ecole des Hautes Etudes Commercialese de l’Université de Lausanne.
- Osterwalder, A., & Pigneur, Y. (2010). Business model generation. Hoboken, New Jersey: John Wiley & Sons.
- Pitney, A., & Parker, J. (2009). Qualitative research in physical activity and the health professions. Canada: Human Kinetics.
- Ranjith, V. K. (2016). Business models and competitive advantage. Procedia Economics and Finance, 37, 203-7.
- Rodrigues, K.F., Nappi, V., Rozenfeld, H. (2014). A proposal to support the value proposition in product oriented service business model of product service systems. Paper presented at the 6th CIRP Conference on Industrial Product-Service Systems. Available at www.sciencedirect.com. (Accessed, 2 January 2017).
- Sawhney, R., & Piper, C. (2002). Value creation through enriched marketing-operations interface. Journal of Operations Management, 20(3), 259-72
- Sharma, S., & Gutiérrez, A. J. (2010). An evaluation framework for viable business models for m-commerce in the information technology sector. Electronic Markets, 20(1), 33–52.
- Sheehan, N. T., & Bruni-Bossio, V. (2015). Strategic value curve analysis: Diagnosing and improving customer value propositions. Business Horizons, 58(3), 317-24.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991a). Why we buy what we buy: A theory of consumption values. Journal of business Research, 22, 159-70.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991b). Consumption values and mark choices: Theory and applications. Cincinnati: South-Western Publications, Amarillo, TX.
- Sweeney, J. C., & Soutar, G. (2001). Consumer perceived value: The development of multiple item scale. Journal of Retailing, 77(2), 203-20.
- Tease, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43, 172-94.
- Toytari, P., Rajala, R., Ollandt, N., & Keranen, N. (2017). A value proposition development framework for industrial service. Available at http://scholarspace .manoa.hawaii.edu/handle/10125/41348 (Accessed, 2 January 2017).
)