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تأثیر قابلیت های بازاریابی، نوآوری و یادگیری بر عملکرد بنگاه های کوچک و متوسط ورزشی | ||
| فصلنامه علمی پژوهش‌های کاربردی در مدیریت ورزشی | ||
| دوره 10، 1 (تابستان 1400) - شماره پیاپی 37، تیر 1400، صفحه 51-60 اصل مقاله (903.92 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/arsm.2021.7986 | ||
| نویسندگان | ||
| امیر رحیمی* 1؛ هاشم کوزه چیان2 | ||
| 1دکتری مدیریت ورزشی، دانشگاه تربیت مدرس، تهران، ایران | ||
| 2استاد گروه مدیریت ورزشی، دانشگاه تربیت مدرس، تهران، ایران | ||
| چکیده | ||
| تغییرات سریع در فناوری و شرایط محیطی امروز، بنگاه‌های ورزشی را مجبور ساخته تا با کاربست قابلیت‌ها و منابع، خود را با شرایط جدید بازار تطابق داده و به عملکرد بالاتری دست یابند. بر همین اساس، هدف این پژوهش بررسی تأثیر قابلیت‌های بازاریابی، نوآوری و یادگیری بر عملکرد بنگاه‌های کوچک و متوسط ورزشی است. جامعه آماری پژوهش شامل کارآفرینان فعال در زمینه‌های مرتبط با صنعت ورزش (تولید و خدمات) است که تعداد 169 نفر به‌عنوان نمونه آماری با فرمول کوکران و به روش تصادفی انتخاب و مورد آزمون قرار گرفتند. در این پژوهش از پرسش‌نامه به عنوان ابزارگردآوری اطلاعات استفاده شده است. ضمناً تحلیل مدل این پژوهش از روش معادلات ساختاری و با استفاده از نرم‌افزار لیزرل انجام گرفته است. نتایج به‌دست آمده نشان می‌دهد که هر یک از قابلیت‌های بازاریابی، نوآوری و یادگیری تأثیر مستقیم و معناداری بر عملکرد بنگاه‌های ورزشی دارند. بنابراین، قابلیت های بازاریابی، نوآوری و یادگیری می توانند به‌عنوان عامل اساسی در کسب مزیت رقابتی و عملکرد بنگاه‌های ورزشی شناخته شوند. | ||
| کلیدواژه‌ها | ||
| بازاریابی؛ بنگاه ورزشی؛ قابلیت؛ نوآوری؛ یادگیری | ||
| عنوان مقاله [English] | ||
| The Impact of Innovation, Marketing and Learning Capabilities on the Performance of Small and Medium-sized Sport Enterprises | ||
| نویسندگان [English] | ||
| Amir Rahimi1؛ Hashem Kozehchian2 | ||
| 1Ph.D in Sport Management, Tarbiat Modares University | ||
| 2Professor of Management, Tarbiat Modares University | ||
| چکیده [English] | ||
| Rapid changes in technology and environmental conditions today have forced sports firms to adapt to new market conditions and achieve higher performance using their capabilities and resources. Accordingly, the purpose of this study is to investigate the impact of marketing, innovation and learning capabilities on the performance of small and medium sizes sports enterprises. The statistical population of the study consists of active entrepreneurs in related fields of the sports industry (production and service) that 169 persons were selected and tested by Cochran formula and randomly. In this study, questionnaires have been used to collect the data. The analysis of the survey model has been done using Lisrel software. The results show that each of the marketing, innovation and learning capabilities has a direct and significant impact on the performance of sports enterprises. Therefore, marketing, innovation, and learning capabilities can be identified as essential factors in the competitive advantage and performance of sports enterprises. | ||
| کلیدواژه‌ها [English] | ||
| Marketing, Sports enterprise, Capability, Innovation, Learning | ||
| مراجع | ||
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