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طراحی الگوی برندسازی استراتژیک بینالمللی ورزش کشتی ایران با رویکرد صادرات و ارزآوری | ||
مدیریت و توسعه ورزش | ||
مقاله 1، دوره 11، شماره 2 - شماره پیاپی 30، مرداد 1401، صفحه 1-25 اصل مقاله (768.84 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22124/jsmd.2021.17441.2394 | ||
نویسندگان | ||
اسماعیل ملک اخلاق1؛ نوشین بنار2؛ علیرضا عباسی گرجی* 3؛ فاطمه سعیدی4؛ صبا هدایتی فر5 | ||
1دانشیار مدیریت بازرگانی دانشکده علوم انسانی دانشگاه گیلان، رشت، ایران. | ||
2استادیار مدیریت ورزشی دانشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان، رشت، ایران. | ||
3دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران. | ||
4دانشجوی دکتری مدیریت ورزشی دانشکده تربیت بدنی و علوم ورزشی دانشگاه گیلان، رشت، ایران. | ||
5دانشجوی دکتری مدیریت دولتی دانشکده مدیریت دانشگاه سمنان، سمنان، ایران. | ||
چکیده | ||
هدف: ارائه الگوی برندسازی استراتژیک بینالمللی ورزش کشتی ایران با رویکرد صادرات و ارزآوری. روششناسی: روش پژوهش از نوع کیفی با ماهیت اکتشافی بوده و در آن از نظریه داده بنیاد استفاده شد. ابزار جمعآوری دادهها، مصاحبههای عمیق و ساختاریافته با خبرگان حوزه بینالمللی ورزش با تکیه بر ورزش کشتی بود. انتخاب افراد و انجام مصاحبه تا رسیدن به اشباع نظری ادامه یافت. همچنین از روش نمونهگیری گلوله برفی جهت انتخاب مصاحبهشوندگان استفاده شد و دادههای حاصل از مصاحبه به روش تئوریسازی داده بنیاد، کدگذاری و تجزیه و تحلیل شدند. یافتهها: در مجموع 153 کد اولیه از تجزیه و تحلیل 12 مصاحبه بدست آمد. بعد از استخراج کدهای مشابه و پس از بررسی و کنار هم قرار دادن آنها و حذف مفاهیم تکراری، 53 مفهوم اصلی مشخص گردید و سپس در 20 مقوله فرعی قرار گرفتند. کدهای محوری در 7 مقوله اصلی دستهبندی شدند. مصادیق و مفاهیم بدست آمده در قالب الگوی پارادایمی شامل شرایط علّی، پدیده اصلی، شرایط مداخلهگر، شرایط زمینهای و پیامدها قرار گرفتند. نتیجهگیری: نتایج در قالب یک مدل کیفی نشان داد که با اتخاذ راهبردهای مناسبی همچون داشتن رویکرد استراتژیک به کشتی، برگزاری لیگ کشتی با کیفیت، بازاریابی جهانی، ایجاد گردشگری ورزشی و تسهیل امکان صادرات و ارزآوری کشتی میتوان موجب کسب منافع داخلی و ملی، کاهش تنشهای سیاسی، جلوگیری از تضعیع حقوق کشتیگیران در رقابتهای جهانی و تسهیل در کسب میزبانی رویدادهای جهانی دست یافت. | ||
کلیدواژهها | ||
برندسازی استراتژیک؛ بینالمللیسازی؛ صادرات؛ ورزش کشتی | ||
مراجع | ||
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