Esmaeil Malek Akhlagh; Nooshin Benar; Alireza AbbasiGorji; fatemeh saeedi; Saba Hedayatifar
Abstract
Objective: provide a model of international strategic branding of Iranian wrestling with export and currency approach.Methodology: The research method is qualitative with exploratory nature and the grounded theory was used in it.The data collection tool was in-depth and structured interviews with experts ...
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Objective: provide a model of international strategic branding of Iranian wrestling with export and currency approach.Methodology: The research method is qualitative with exploratory nature and the grounded theory was used in it.The data collection tool was in-depth and structured interviews with experts in the field of international sports based on wrestling. Selection of individuals and conduct of interviews continued until the theoretical saturation was reached. Also, snowball sampling method was used to select the interviewees and the data obtained from the interview were coded and analyzed by grounded theorizing method.Results: A total of 153 initial codes were obtained from the analysis of 12 interviews. After extracting similar codes and after examining and putting them together and removing duplicate concepts, 53 main concepts were identified and were divided into 20 sub-categories. axial codes were categorized into 7 main categories. The obtained examples and concepts were in the form of a paradigm model including causal conditions, main phenomenon, intervening conditions, contextual conditions and consequences.Conclusion: : the results in the form of a qualitative model showed that by adopting appropriate strategies such as having a strategic approach to wrestling, holding a quality wrestling league, global marketing, creating sports tourism, facilitating the possibility of exporting and currency wrestling, It can be achieved by gaining domestic and national interests, reducing political tensions, preventing the violation of wrestlers' rights in world competitions, and facilitating the acquisition of hosting world events.
