Presenting a Model of Innovative Marketing Strategies in Sports Aiming at Sustainable Development
Oral Presentation
Paper ID : 1681-SSRC
Authors
1, Department of Sports Management, Faculty of Physical Education and Sports Sciences, Salami Azad University, Ayatollah Amoly Branch, Amoly, Iran
2Department of Sports Management, Faculty of Physical Education and Sports Sciences, Islamic Azad University Chalus Branch, Chalus, Iran
3Department of Sports Management, non-profit non-governmental higher education institution Shafagh Tonekabon, Tonekabon, Iran
Abstract
Background: Sports marketing plays a significant role in the sustainable development of professional and public sports. Today, using innovative and creative marketing methods, including digital marketing, is very important to introduce sports and attract audience.
Objective: This study aims to present a model of innovative marketing strategies and solutions in the field of sports by examining novel sports marketing methods that can lead to sustainable development of professional and public sports.
Methodology: The research method is grounded theory. To collect the required data, library studies and semi-structured in-depth interviews were used to identify the related components. The general framework of the model was based on the grounded theory approach with a constructivist perspective by Charmaz (2014). The statistical population included senior sports managers, sports goods producers, experts in the sports industry, and professors of sports management. Sampling was done purposefully through sequential and snowball sampling (15 people). To evaluate the quality and validate the qualitative results, Lincoln and Guba's (1985) evaluation criteria including credibility, transferability, dependability and confirmability were used. Interview coding was done using MAXQDA software.
Results: The findings showed that innovative marketing strategies in sports aiming at sustainable development consist of opportunity and value (4 indicators), marketing mix (4 indicators), customer focus (3 indicators), integrated marketing (2 indicators), unique position (2 indicators), positive mental image (2 indicators), marketing strategy and planning (2 indicators), and innovative market research (2 indicators).
Conclusion: The findings of this study can significantly help policymakers, sports marketers and related sports organizations in designing and implementing innovative marketing programs.
Objective: This study aims to present a model of innovative marketing strategies and solutions in the field of sports by examining novel sports marketing methods that can lead to sustainable development of professional and public sports.
Methodology: The research method is grounded theory. To collect the required data, library studies and semi-structured in-depth interviews were used to identify the related components. The general framework of the model was based on the grounded theory approach with a constructivist perspective by Charmaz (2014). The statistical population included senior sports managers, sports goods producers, experts in the sports industry, and professors of sports management. Sampling was done purposefully through sequential and snowball sampling (15 people). To evaluate the quality and validate the qualitative results, Lincoln and Guba's (1985) evaluation criteria including credibility, transferability, dependability and confirmability were used. Interview coding was done using MAXQDA software.
Results: The findings showed that innovative marketing strategies in sports aiming at sustainable development consist of opportunity and value (4 indicators), marketing mix (4 indicators), customer focus (3 indicators), integrated marketing (2 indicators), unique position (2 indicators), positive mental image (2 indicators), marketing strategy and planning (2 indicators), and innovative market research (2 indicators).
Conclusion: The findings of this study can significantly help policymakers, sports marketers and related sports organizations in designing and implementing innovative marketing programs.
Keywords