Karim Zohrehvandian; Hashem Koozechian; Mohammad Ehsani; Mojtaba Amiri
Abstract
Objective: The The aim of this study was designing model to identify football clubs marketing capabilities in Iran Premier League. Methodology: this research is an Exploratory research with Qualitative nature that used of the grounded theory method. Statistical population was all of the football clubs ...
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Objective: The The aim of this study was designing model to identify football clubs marketing capabilities in Iran Premier League. Methodology: this research is an Exploratory research with Qualitative nature that used of the grounded theory method. Statistical population was all of the football clubs managers and sport management faculty members that selected by Theoretical and Snowball sampling. To collect data, used of Depth interviews by open-ended questions. Results: collected data from 18 interviews coded and analyzed by grounded theory method.Primary codes was 709 that after summarizing codes, they decrease128 codes and Were converted with 18 Axial Codes. This codes were classified to 4 group include football capabilities, infrastructure capabilities, strategic capabilities and operational capabilities. Research model were designed in the form of a pyramid according to relationship between these capabilities. Conclusion: The proposed model can be used as an tool for identification of football marketing capabilities and utilization of this capabilities that logical and systematic manner to marketing, and gaining income and financial independence Club and solve problems
