Analysis of the strategic trend of the companies present In the international exhibition of sports equipment
Poster Presentation
Paper ID : 1733-SSRC (R1)
Authors
1پژوهشگاه تربیت بدنی
2Assistant Professor of Sport Management, Payam Nor University
3کارشناس ارشد مدیریت ورزشی دانشگاه ایوانکی
Abstract
Introduction: Attending international exhibitions is one of the most important marketing tools, especially international marketing, and even in some cases it is the only tool to reach a market. Exhibitions play a very important role in the development of exports as a channel for the introduction of manufactured goods and technology transfer. Therefore, the purpose of this research is to investigate the strategic intentions of sports companies that participated in the international exhibition of sports equipment.
Research method: It was a descriptive and survey type that was conducted in the field. The statistical population of the research was the sports companies present in the trade fair of sports goods and equipment. These companies included manufacturers of sports equipment, importers of sports parts and equipment, and companies providing services and equipping sports facilities. Sampling was done by clustering and simple random method. In this way, 90 people from different types of companies completed the researcher-made and validated questionnaire of strategic marketing trends. The validity and reliability of the questionnaire was confirmed by several experts.
Results: The findings indicated that the data were normal. By using the exploratory factor analysis method with varimax rotation, the explanatory variables of strategic marketing trends were determined; in this way, customer-oriented (0.56), service-oriented (0.76) and comparison-based control (0.84) variables were extracted. Indexes of Kaiser (0.71) and Bartlett (0.001) as a background for exploratory factor analysis showed the adequacy of the sample and the appropriateness of factor analysis for research variables. The evaluation of the structural model showed the significance of all three research variables.
Conclusion: Companies that participate in international exhibitions strategically emphasize two categories of customer and services they provide. Also, they always pay attention to the issue of control and competitors for continuous review and self-control.
Research method: It was a descriptive and survey type that was conducted in the field. The statistical population of the research was the sports companies present in the trade fair of sports goods and equipment. These companies included manufacturers of sports equipment, importers of sports parts and equipment, and companies providing services and equipping sports facilities. Sampling was done by clustering and simple random method. In this way, 90 people from different types of companies completed the researcher-made and validated questionnaire of strategic marketing trends. The validity and reliability of the questionnaire was confirmed by several experts.
Results: The findings indicated that the data were normal. By using the exploratory factor analysis method with varimax rotation, the explanatory variables of strategic marketing trends were determined; in this way, customer-oriented (0.56), service-oriented (0.76) and comparison-based control (0.84) variables were extracted. Indexes of Kaiser (0.71) and Bartlett (0.001) as a background for exploratory factor analysis showed the adequacy of the sample and the appropriateness of factor analysis for research variables. The evaluation of the structural model showed the significance of all three research variables.
Conclusion: Companies that participate in international exhibitions strategically emphasize two categories of customer and services they provide. Also, they always pay attention to the issue of control and competitors for continuous review and self-control.
Keywords