Sport Management and Development
Mehdi Rasooli; Mohsen Esmaeili
Abstract
Objective: Zurkhaneh sport and Pahlevani wrestling, as one of the ritualistic and cultural heritages of Iran, despite their millennia-long history and ethical-heroic values, have faced multiple challenges in recent years. These include weak advertising, gender exclusivity, negative public perceptions, ...
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Objective: Zurkhaneh sport and Pahlevani wrestling, as one of the ritualistic and cultural heritages of Iran, despite their millennia-long history and ethical-heroic values, have faced multiple challenges in recent years. These include weak advertising, gender exclusivity, negative public perceptions, and lack of financial resources. So, the aim of this research was developing branding startegies for the Iranian Zurkhaneh sport and Pahlevani wrestling federation.
Methodology: This research project aims to identify and propose branding strategies for Zurkhaneh sport and Pahlevani wrestling and is structured into three main sections. First, in-depth interviews were conducted with eight experts, including members of the federation’s board of directors, professional athletes, academic researchers, and Zurkhaneh club owners, to gain insights into the challenges, capacities, and branding priorities. In the second stage, the federation’s strategic plan was analyzed, and brand-related codes were extracted from this document. Finally, a focused working group of sports marketing specialists utilized the collected data to design branding strategies.
Results: The findings indicate that sustainable development of Zurkhaneh sport and Pahlevani wrestling requires a calculated rebranding effort and innovation within traditional frameworks. Key strategies include: establishing "Classic" and "Modern" committees within the federation, gradually facilitating the inclusion of women, integrating the sport into schools and universities, collaborating with other federations and joint events, redesigning Zurkhaneh equipment for fitness clubs, and enhancing advertising and social media presence through the selection of cultural ambassadors. If these strategies are implemented, it is expected that negative public perceptions will shift, a broader audience will be attracted to Zurkhaneh sport and Pahlevani wrestling, sustainable income will be generated for the federation, and the national and international status of this sport will be elevated.
Conclusion: These results can serve as a foundation for planning by sports managers, cultural policymakers, and researchers interested in reviving the Iranian-ritual identity within the realm of sports.
mohsen Esmaeili; Tahmaseb Shirvani; mostafa afshari; Shamseddin Rezaei
Abstract
Objective: The goal of this research was to develop commercialization model for products of Sport Sciences Research Institute of IranMethodology: It was a qualitative exploratory research using grounded theory by systematic approach. The research population included all the experts and university professors ...
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Objective: The goal of this research was to develop commercialization model for products of Sport Sciences Research Institute of IranMethodology: It was a qualitative exploratory research using grounded theory by systematic approach. The research population included all the experts and university professors active in science and executive area of sport sciences in both Sport Sciences Research institute and other related organizations. Sampling continued until they were saturated and eventually 23 interviews were conducted. The sampling method was nonrandom purposive sampling using snowball and targeted techniques. To collect data, library studies were used as well as studying regulations and documents, books and websites and in the second phase the researcher interviewed samples using semi structured open questions. To analyze data coding method were used based on grounded theory by systematic approach.Results: From the total of 236 initial codes and 47 concepts, 24 main categories were extracted including cause conditions, central phenomenon, background and intervening conditions, and consequences. Paying attention to theoretical principals, research and study, economic and financial factors, barriers and threats, facilitators, and institutes and organizations, which influence on commercialization are main findings of the research.Conclusion: It is suggested that science research institutes enter commercialization subjects by creating commercialization teams and promotion of attitude and knowledge structures with focusing on technology oriented and relation oriented plans and internal & external strategies. As a result, they could take advantages of added value and revenues.
Mehdi Rasooli; Alireza Elahi; Mohsen Esmaeili
Abstract
Objective: Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).Methodology: This is a qualitative study and basic research by method which ...
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Objective: Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).Methodology: This is a qualitative study and basic research by method which ran through grounded theory method and qualitative interviews with experts. Interviews analyzed through qualitative coding (open, axial and selective).Results: Findings exposed 60 labels in open coding which categorized in 8 concepts. These concepts were culture, economic, top authorities, media, technology, opponents, customers and others.Conclusion: Eventually promoted model of Iran's football club brand management developed. The alternatives suggested according to the findings which club managers can use to promote club's brand.
shamseddin rezaei; mohsen esmaeili
Abstract
Objective: Broadcasting rights are one of the main sources of income for the football industry in the world. The aim of this study is investigation of the broadcasting rights in the Iranian football industry. Methodology: This study has a qualitative approach and the grounded theory was used as a research ...
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Objective: Broadcasting rights are one of the main sources of income for the football industry in the world. The aim of this study is investigation of the broadcasting rights in the Iranian football industry. Methodology: This study has a qualitative approach and the grounded theory was used as a research method. For gathering data high level documents were studied and 31 experts who were aware of this subject were interviewed. The validity of this research was examined and approved by the interviewers and then expert professors. The reliability of it is %76 which was obtained by using the methodology of the auditing result process. For data analysis the continuous comparison method in three stages was used: open, axial and selective coding. Results: Data analysis shows that the Environmental factors, Economic, political and cultural factors, Structural factors of football, Effective managerial factors(government), Behavioral and semantic factors, statutory and legal factors and the codification and Establishment broadcasting rights pattern are seven effective factors in the sale of broadcasting rights. Conclusion: Studies show that the continued refusal of Islamic Republic of Iran Broadcaster (IRIB) to pay the television broadcasting fees will make the financial of football industry bankrupt. Also establishing the private television networks and the formation of bargaining committee with the government, parliament and the IRIB organization for sustained financial development of country football industry seems necessary.
Mohsen Ismaeili; Mohammad Ehsani; Hashem Kozechih; Habib Honari
Volume 5, Issue 1 , May 2016, , Pages 137-152
Abstract
Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five ...
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Objective: The aim of this research was to design a model of market orientation to affect customer behavior and service quality in water recreational sport centers. Methodology: The research type was applied and descriptive. Statistical populations was the individuals in water sport centers which five biggest centers were selected. Sampling method was stratified and there were two groups including customers and staff. The tools were questionnaire, interview, observation, and library study. Data was analyzed using SEM method with by AMOS and SPSS software. Results: Results showed market orientation did not have directly significant influence on customer behavior, but had influence on service quality and this variable can be considered as a mediator between market orientation and customer behavior. Also, market orientation culture had greater impact on service quality in comparison with market intelligence. Among components of service quality, proportionality variable had greatest regression weight. There was significant relationship between market intelligence and market orientation culture. Conclusion: To develop the marketing strategies, sport center managers should consider the factors such as customer orientation, competitor orientation, inter functional coordination, and knowledge of the market environment. In order to develop service quality, they should improve innovation, creativity, and attractiveness in their operations.
