موفقیت در فرآیند کسب وکارهای ورزشی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف پژوهش حاضر، ارائه زیرساخت های موفقیت در فرآیند کسب وکارهای ورزشی است. این تحقیق از نظر هدف، کاربردی و به دلیل ترکیب تحقیق کیفی و کمی جزء تحقیقات آمیخته محسوب می شود. افراد مورد مصاحبه در این تحقیق شامل مدیران، اساتید بازاریابی، صاحبان کسب وکارها و استارت آپ ها و کارآفرینان ورزشی در سطح کشور بودند. جامعه آماری در بخش کمی همان افراد به علاوه دانشجویان تحصیلات تکمیلی رشته تربیت بدنی بودند و پرسشنامه نهایی در اختیار آن ها قرار گرفت. تعداد 275 پرسشنامه به صورت صحیح پاسخ داده شد. در این تحقیق، از نظریه داده بنیاد استفاده شد. تجزیه وتحلیل داده ها در دو بخش توصیف آماری و آمار استنباطی با استفاده از نرم افزار Smart PLS و SPSS انجام پذیرفت. داده ها با بررسی کدهای باز و تحلیل آن ها در 10 مفهوم تقسیم بندی شدند. این مفاهیم شامل زیرساختی و حمایتی (5 کد)، طرح کسب وکار ( 7 کد)، دسترسی به سرمایه (4 کد)، قانون مندی (5 کد)، برندسازی (3 کد)، شبکه سازی (5 کد)، آمادگی کارآفرینی (3 کد)، فناوری (4 کد)، تقاضامندی (5 کد) و تبلیغات و بازاریابی (5 کد) بود. در ادامه نتایج تحلیل عاملی تأییدی نشان داد که مدل پژوهش از برازش خوبی برخوردار بوده و روایی و پایایی آن مورد تائید قرار گرفت و عوامل کلیدی موفقیت در کسب وکارهای ورزشی از مؤلفه های شناسایی شده نشات می گیرند.Success in the process of sports businesses
Introduction: In today's world, change and dynamism of organizations is one of the basic principles that managers according to the principle must modify the systems in such a way as to be compatible with environmental conditions. Process automation and the use of standard methodologies for process design in large organizations lead to the achievement of strategic business goals such as reducing total costs, controlling risk and protecting intellectual property. The business process management system is presented with the aim of automating the workflow of organizational processes and the possibility of creating monitoring and management of processes. These systems try to manage the entire life cycle of processes from definition and modeling to execution and optimization under IT-based tools. The risky nature of business process management requires a careful examination of the key factors of success and failure. As the name implies, the goal of any key success approach is to identify the set of factors that the manager has considered for his or her success. The key success factors identified for business process management are often specific. The key to the success of a country's or an industry's operating companies is seldom acknowledged by other countries. Organizations have many potential technologies and operational factors that can play an important role in the success and failure of business process management projects. Limiting this set of factors, which are crucial, is necessary to reduce the complexities of decision-making and management. Given these complexities, organizations need to focus on key success factors, especially to implement business process management. By better understanding the key success factors of the business process, an organization can easily identify similar solutions to eliminate or prevent the most common causes of implementation failure. According to what was stated, in this study, we tried to identify the key factors of success in the process of sports businesses in Iran and then provide a model for classifying these factors so that Iranian sports businesses can use it specifically to implement the process management system. Evaluate the business in your organization and in addition, due to the lack of extensive and correct use of this system in organizations, this model can be a guide for suppliers and users in the country. Methodology: This research is applied in terms of purpose and due to the combination of qualitative and quantitative research is part of mixed research. The interviewees in the study included managers, marketing professors, business owners, startups, and sports entrepreneurs across the country. The statistical population was a small part of the same people in addition to graduate students in the field of physical education and the final questionnaire was given to them. 275 questionnaires were answered correctly. In this research, grounded theory was used. Data analysis was performed in two sections: descriptive statistics and inferential statistics using Smart PLS and SPSS software. Results and Discussion: The data were divided into 10 concepts by examining open codes and analyzing them. These concepts include infrastructure and supportive (5 codes), business plan (7 codes), access to capital (4 codes), legality (5 codes), branding (3 codes), networking (5 codes), entrepreneurship readiness (3 codes), technology (4 codes), demanding (5 codes) and advertising and marketing (5 codes). The results of confirmatory factor analysis showed that the research model has a good fit and its validity and reliability were confirmed and the key factors of success in sports businesses derive from the identified components. Finally, the results of Friedman ranking test showed that there is a significant difference among the components of key factors of success of sports businesses, and the highest average and 1st rank is related to access to capital and the lowest average and 10th rank is related to technology.Conclusion: From the research sample point of view, the existence of capital is the most important factor for the development and success of a sports business; This result also seems logical because despite the initial and large capital, the development of businesses is accelerating, and on the other hand, many sports businesses require high initial costs that are beyond the ability of everyone. So this finding is justified. The second priority is related to the business plan. In all the findings, it was directly stated that a sports startup without a preliminary plan is a useless and already failed task, because despite today's volatile market, one cannot succeed without planning and business plan. So it is not surprising that the second priority from the perspective of the research sample is related to this factor. The third priority is related to the component of legality. As in the results of the confirmatory factor analysis, legitimacy was highly correlated with the success of sports businesses; it is also a priority here. Legality specifically refers to sports business owners making sure that they have the right to own their idea, that the rules are not rigid, that they prevent corruption, and that they contribute to success in general. The fourth priority was the networking component, which ensures the long-term success of a sports business. Networking must be embedded in all the principles of a sports business in order to envision operational plans for the future and lead to the development of the sports business. Therefore, this component should be one of the most important priorities. The fifth priority is related to the advertising and marketing component. It is obvious that many of the products and services consumed are due to modern advertising and marketing practices. Therefore, advertising and marketing for any sports business should be one of their main programs that can be successful in its shadow. Next, the priority was related to the components of demanding, entrepreneurship readiness, infrastructure and supportive, branding and technology, each of which in turn has a great impact on the success of sports businesses.
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