چگونه شایستگی‌های مدیران بازاریابی به عملکرد تبدیل می‌شود؟ (مورد مطالعه: باشگاه‌های لیگ برتر فوتبال ایران)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار و عضو هیئت علمی، گروه مدیریت ورزشی، دانشکده مدیریت ورزشی، دانشگاه اراک، اراک، ایران

2 دکتری مدیریت ورزشی، گروه تربیت بدنی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

10.52547/jbmp.2023.229447.1423

چکیده

هدف: ارائه مدل تبدیل شایستگی‌های مدیران باشگاه‌های لیگ برتر فوتبال به عملکرد بازاریابی است.
روش‌شناسی: این پژوهش از نوع اکتشافی و دارای ماهیت کیفی است. جامعه مورد پژوهش شامل مدیران باشگاه‌های لیگ برتر فوتبال و اساتید متخصص دانشگاه‌ها (نخبگان امر) است که مشارکت‌کنندگان در پژوهش با روش نظری و شیوه گلوله برفی انتخاب شدند. جهت جمع‌آوری داده‌ها 17 مصاحبه عمیق به‌صورت سؤالات باز تا رسیدن به اشباع نظری انجام شد. سپس داده‌های حاصل با نظریه داده‌بنیاد و رهیافت گلیزر تجزیه‌وتحلیل گردید.
یافته‌ها: کدهای حاصل از مصاحبه‌ها 667 کد بود که پس از تلخیص به 162 کد و سپس به 40 کد محوری تبدیل شدند. کدهای محوری در مرحله کدگذاری انتخابی در 4 گروه شایستگی مدیران بازاریاب شامل شایستگی‌های پایه، شایستگی‌های هوشی، شایستگی‌های حرفه‌ای و شایستگی‌های عملیاتی و 4 گروه عوامل تبدیل شامل عوامل تبدیل فردی، درون سازمانی، بالادستی و محیطی کلان جای گرفتند، سپس مدل مفهومی بر اساس ادبیات پژوهش و نظرات نخبگان طراحی و تأیید شد.
نتیجه‌گیری: مدل ارائه‌شده می‌تواند به‌عنوان ابزاری جهت شناسایی شایستگی‌های مدیران بازاریاب ورزشی باشگاه‌های فوتبال و عوامل تبدیل این شایستگی‌ها به عملکرد مورداستفاده قرار گیرد و در ادامه بازاریابی، کسب درآمد و استقلال مالی باشگاه و حل مشکلات موجود به‌گونه‌ای منطقی و اصولی انجام شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

How the competencies of marketing managers turn into performance? (Case Study: Football Premier League clubs

نویسندگان [English]

  • karim zohrevandian 1
  • Tahmaseb Shirvani 2
1 Assistant Professor, Department of Sport Management, Faculty of Sport Management, Arak University, Arak, Iran
2 Ph.D. of Sport Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.
چکیده [English]

Objective: provide a model to turn marketing managers' competencies into performance in Iranian Premier League clubs.
Methodology: This research is a kind of exploratory research that has been done qualitatively. The research environment includes managers of Premier League football clubs and expert professors of universities (the elites of the subject) and the participants in the research were selected using theoretical and snowball methods. In order to collect data, 17 in-depth interviews were conducted with open questions until theoretical saturation was reached. Then the resulting data were analyzed with Grounded Theory and Glaser's approach.
Findings: The codes obtained from the interviews were 667 codes, which after summarization were converted into 162 codes and then into 40 axial codes. Then, axial codes were classified into 4 groups of sport marketing managers' competencies including basic, intelligence, professional, and operational competencies, and 4 Conversion factors including individual, intra-organizational, upstream and macro environmental transformation factors were placed, then the conceptual model was designed and confirmed based on the research literature and elite opinions.
Conclusion: The proposed model can be used as a tool to identify the competencies of sports marketing managers of football clubs and the factors that turn these competencies into performance. Also, excellent marketing performance for clubs will lead to revenue and financial independence of the club and solve existing problems in a logical and principled way.

کلیدواژه‌ها [English]

  • Football clubs
  • environmental factors
  • fundamental factors
  • organizational factors
  • structural factors

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سابقه مقاله

  • تاریخ دریافت: 29 آبان 1401
  • تاریخ بازنگری: 27 اسفند 1401
  • تاریخ پذیرش: 14 اسفند 1401

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