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
Hadi Bagheri; Hashem Kozechian; Mojtana Amiry; Mohammad Ehsani
Volume 5, Issue 2 , January 2017, , Pages 91-107
Abstract
Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according ...
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Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according to the open, axial and selective coding by using of Atlas.Ti software.Results: through the three coding phase, categories and sub-categories of athletes endorsement were identified and related to each other as follows: Causal conditions (individual and social factors, business-related factors, professional factors of sports industry, and media-related factors); Intervening and context condition (sociological factors, institutional factors, economic and trade-related factors, and media-related factors); Action strategies (governance actions, socio-cultural actions, sports organizations’ actions, commercial contract-related actions, media-related actions); and Consequences (social, national economy, professional, marketing and media consequences). Finally, coding paradigm described and theory was created.Conclusion: Current limitations of Iranian athletes’ endorsement have occurred under various situation. It is far from desired situation that may have undesirable consequences. However, it can be achieved desired situations by using practical strategies that may lead to considerable outcomes.
