دوره 14، شماره 27 - ( 6-1403 )
جلد 14 شماره 27 صفحات 114-86 |
برگشت به فهرست نسخه ها
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Naeimi M, Hematinejad M, benar N, saeedi F. The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship. JRSM 2024; 14 (27) :86-114
URL: http://jrsm.khu.ac.ir/article-1-3186-fa.html
URL: http://jrsm.khu.ac.ir/article-1-3186-fa.html
نعیمی محدثه، همتی نژاد مهرعلی، بنار نوشین، سعیدی فاطمه. تأثیر بازاریابی دیجیتال بر توان رقابتی کسب‌وکارهای ورزشی: از طریق هوشمندی رقابتی و کارآفرینی. پژوهش در مدیریت ورزشی و رفتار حرکتی. 1403; 14 (27) :86-114
محدثه نعیمی 
1، مهرعلی همتی نژاد2 ، نوشین بنار3 ، فاطمه سعیدی4
1، مهرعلی همتی نژاد2 ، نوشین بنار3 ، فاطمه سعیدی4
1- کارشناسی ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران. ، mohadesenaeimi1995@gmail.com
2- استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.
3- دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران
4- دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.
2- استاد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.
3- دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران
4- دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه گیلان، ایران.
چکیده: (5546 مشاهده)
هدف پژوهش حاضر بررسی تأثیر بازاریابی دیجیتال بر توان رقابتی کسب‌وکارهای ورزشی از طریق هوشمندی رقابتی و کارآفرینی بود. این پژوهش از نظر نوع توصیفی-همبستگی، از نظر هدف کاربردی و از نظر روش اجرا میدانی بود. جامعه آماری پژوهش حاضر کلیه مدیران و مربیان باشگاه‌های ورزشی شهر رشت بودند. برای تعیین حداقل نمونه لازم از روشی که توسط بارکلای و همکاران (1995)، جهت تعیین حداقل نمونه در مدل‌سازی معادلات ساختاری ارائه شده است، استفاده گردید. برای تعمیم نمونه به جامعه پژوهش، 220 پرسش‌نامه در میان مدیران و مربیان باشگاه‌های ورزشی شهر رشت توزیع و 196 پرسش‌نامه تجزیه‌وتحلیل شد. نتایج نشان داد که بازاریابی دیجیتال به ترتیب بر توان رقابتی، هوشمندی رقابتی و کارآفرینی اثر مثبت و معنی‌داری داشت. هوشمندی رقابتی بر توان رقابتی و کارآفرینی و همچنین کارآفرینی نیز بر توان رقابتی اثر مثبت و معنی‌داری داشتند. باتوجه‌به یافته‌های پژوهش، مدیران باشگاه‌ها می‌توانند به‌منظور افزایش مشتریان، افزایش سوددهی و بهره‌وری باشگاه، از اثرات مثبت بازاریابی دیجیتال در کنار استفاده از مزیت‌های هوشمندی رقابتی و کارآفرینی برای افزایش توان رقابتی کسب‌وکارشان استفاده کنند.
نوع مطالعه: پژوهشي |
موضوع مقاله:
مدیریت ورزشی
دریافت: 1402/4/9 | پذیرش: 1402/12/7 | انتشار الکترونیک پیش از انتشار نهایی: 1401/12/7 | انتشار: 1403/6/10
دریافت: 1402/4/9 | پذیرش: 1402/12/7 | انتشار الکترونیک پیش از انتشار نهایی: 1401/12/7 | انتشار: 1403/6/10
فهرست منابع
1. Hassanpour Y, Amirsadat M. Explaining the Role of Performance Measurement Criteria for Competitiveness Using Fuzzy Multi-Index Methods Case Mining: Food Industry in Fars Province. First International Conference on Systems Optimization and Business Management, Babol. 2017 [persian].
2. Mehri A, Hamid KH. Designing a Competitive Advantage Model for Automotive Industry in Iran. Management Research in Iran. 2005;9(2):189-212 [persian].
3. jafari P, M T. Competitiveness and Development: A Look at the Importance of Competitive Policies on Competitiveness Developing Countries. Journal of the Center for Economic Research and Studies. 2016:1-12 [Persian].
4. Abbasi MR, RahimiKoloor H. Designing structural equation model of competitiveness in level of departments of insurance companies in Tehran. Jounal of Marketing Management. 2012;7(14):75-88 [persian]. https://journals.srbiau.ac.ir/article_1658.html?lang=en
5. Ma H. Creation and preemption for competitive advantage. Management Decision. 1999. [DOI:10.1108/00251749910264497]
6. Porter ME. Competição: estratégias competitivas essenciais: Gulf Professional Publishing; 1999.
7. Barney JB. Purchasing, supply chain management and sustained competitive advantage: The relevance of resource‐based theory. Journal of supply chain management. 2012; 48 (2):3-6. [DOI:10.1111/j.1745-493X.2012.03265.x]
8. Peteraf MA, Barney JB. Entrepreneurship, competitive dynamics, and a resource-based view of competitive advantage. The competitive dynamics of entrepreneurial market entry: Edward Elgar Publishing; 2011. [DOI:10.4337/9780857936417.00011]
9. R H. An Approach to Competitiveness in the Third Millennium. Industry and Entrepreneurship. 2010;51:30-4 [persian].
10. Mirkazemi S. The Role of Competitive Advantage in Customer Satisfaction of Swimming Pools. Applied Research in Sport Management. 2017;6(1):89-96 [persian]. 20.1001.1.23455551.1396.6.1.8.0
11. Robinson L. Customer expectations of sport organisations. European Sport Management Quarterly. 2006;6(1):67-84. [DOI:10.1080/16184740600799204]
12. Varadarajan PR. Strategy content and process perspectives revisited. Journal of the Academy of Marketing Science. 1999;27(1):88-100.
07 [DOI:10.1177/00920703992710]
13. Barney JB. How a firm's capabilities affect boundary decisions. Sloan management review. 1999;40(3):137-45.
14. Bharadwaj SG, Varadarajan PR, Fahy J. Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of marketing. 1993;57(4):83-99. [DOI:10.1177/002224299305700407]
15. Hadavi F, Talebpour M, Frahani A, A N. Fuzzy Dimatl analysis of organizational entrepreneurship and organizational intelligence dimensions in identifying organizational opportunities (Case study: Ministry of Sports and Youth). Journal of Sport Management and Motor Behavior. 2018; 14(28): 25-44 [persian]. 10.22080/jsmb.2018.5206.1741
16. Galian S, N G. The Impact of Digital Marketing on the Competitiveness of Businesses, Conference on New Management Paradigms and Behavioral Sciences, Tehran, Permanent Secretariat of the Conference. 2017 [persian].
17. Yasmin A, Tasneem S, Kaniz F. Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration. 2015;1(5):69-80. 10.18775/ijmsba.1849-5664-5419.2014.15.1006 [DOI:10.18775/ijmsba.1849-5664-5419.2014.15.1006]
18. k Ea-D. The effect of digital marketing on organizational performance - a case study of Royan cord blood bank, Master Thesis, Payame Noor University, Markazi 2017 [persian].
19. Balali Conference on Economics, Management and Accounting [persian]. 2016. https://civilica.com/doc/620587
20. Kigunda EN. Effect of Digital Marketing on Competitiveness of Automobile Companies in Kenya: United States International University-Africa; 2017.
21. Faramarzi M, Sazour A, MH H. Application of Qualitative Performance Development (QFD) Model in Improving the Effectiveness of Digital Marketing Channels (Case Study: Selected Branches Sharbiani A, Maki M. Digital marketing and Consumer Behavior, First National of Bank Melli in Mazandaran Province) Master Thesis, Faculty of Humanities, Nima Institute of Higher Education 2017 [persian].
22. M N. Actors in the Digital Marketing Ecosystem in Iran Payvast Journal. 2017 45-3 [persian].
23. Malik H, Sharma M. E-Marketing as a Tool to Achieve Competitiveness in Travel Trade Industry. Handbook of Research on International Travel Agency and Tour Operation Management: IGI Global; 2019. p. 272-83. DOI: 10.4018/978-1-5225-8434-6.ch017 [DOI:10.4018/978-1-5225-8434-6.ch017]
24. Rambe P. Social media marketing and business competitiveness: evidence from South African tourism SMMEs. Problems and Perspectives in Management. 2017;15(2 (c. 2)):411-23. http://dx.doi.org/10.21511/ppm.15(2-2).2017.10 [DOI:10.21511/ppm.15(2-2).2017.10]
25. Liberato P, Liberato D, Abreu A, Alén-González E, Rocha Á, editors. Generation Y: the competitiveness of the tourism sector based on digital technology. International Conference on Information Technology Science; 2017: Springer. [DOI:10.1007/978-3-319-74980-8_21]
26. Rahimi M, E R. Investigating the impact of digital marketing on the performance of chain stores through the mediating role of marketing capabilities. New research approaches in management and accounting. 2019;1(22):1-17 [persian].
27. Karimi Zand M, S kT. The Impact of Digital Marketing Strategies on Hotel Performance and the Role of Customer Review. Management and Accounting Studies. 2019;5:51-63 [persian].
28. Tao Q, Prescott JE. China: Competitive intelligence practices in an emerging market environment. Competitive Intelligence Review: Published in Cooperation with the Society of Competitive Intelligence Professionals. 2000;11(4):65-78.
(200034)11:4<65::AID-CIR10>3.0.CO;2-N [DOI:10.1002/1520-6386]
29. Peltoniemi M, Vuori E, editors. Competitive Intelligence and Co-evolution within an Organisation Population. ECKM; 2005: Citeseer.
30. Wright S, Calof JL. The quest for competitive, business and marketing intelligence: A country comparison of current practices. European Journal of Marketing. 2006. [DOI:10.1108/03090560610657787]
31. Rachmi A, Poernamawati DE. The effect of competitive intelligence on competitive strategy and performance: study on cafes and restaurants in Malang, Indonesia. Diponegoro International Journal of Business. 2020;3(1):55-60. [DOI:10.14710/dijb.3.1.2020.55-60]
32. Maune A. Competitive intelligence as an enabler for firm competitiveness: an overview. Journal of Governance and Regulation. 2014;3(2):29-42. [DOI:10.22495/jgr_v3_i2_c1_p3]
33. Reihani, M. Designing a competitive advantage model for the sports products industry Doctoral dissertation: University of Guilan 2016 [persian].
34. Haghighi M, Aghazadeh H, Khodadad Hosseini SH, Gharibi M. Explaining the Dimension of Competitive Intelligence through Utilizing Social Media Capabilities in Iran Non-Alcoholic Beverage Industry. Journal of Business Management. 2019;11(4):742-61 [persian]. 10.22059/jibm.2019.266973.3265
35. Dey L, Haque SM, Khurdiya A, Shroff G, editors. Acquiring competitive intelligence from social media. Proceedings of the 2011 joint workshop on multilingual OCR and analytics for noisy unstructured text data; 2011. 10.1145/2034617.2034621 [DOI:10.1145/2034617.2034621]
36. Vuori V, Väisänen J, editors. The use of social media in gathering and sharing competitive intelligence. 9th Internafional Conference on Electronic Business; 2009.
37. Azmoodeh Moghadam Z, Kalate Seifari M, Farzan F, Meysam S. Explain the relationship between independent entrepreneurs and market orientation on competitive intelligence managers bodybuilding clubs in Tehran. Contemporary Studies on Sports Management. 2016;12(12):17-32 [persian]. 10.22084/smms.2017.10393.1857
38. Khosrowpour I KPB. The Relationship between Agility and Entrepreneurship in Organizations Study of Management and Entrepreneurship 2017;3(3):41 [persian].
39. Azimi-zadeh S, Amini Roshan Z, Madhad M, T A. Investigating the Relationship Between Intent and Motivation of Entrepreneurship with the Competence of Creating Business among Students Physical Education Studies and Sport Sciences 2018;3(1):58-68 [persian].
40. Fuentelsaz L, González C, Maicas JP. Formal institutions and opportunity entrepreneurship. The contingent role of informal institutions. BRQ Business Research Quarterly. 2019;22(1):5-24. [DOI:10.1016/j.brq.2018.06.002]
41. Mat SC, Maat SM, Mohd N. Identifying factors that affecting the entrepreneurial intention among engineering technology students. Procedia-Social and Behavioral Sciences. 2015;211:1016-22. [DOI:10.1016/j.sbspro.2015.11.135]
42. Eskandari A, R J. The role of higher education institutions in entrepreneurship New Research in the Humanities. 2017;35:267-75 [persian].
43. Maqami D, T F. A Study of the Relationship between Innovation and Decision Making of the Financial Managers of the Executive Bodies of Tehran. Master Thesis, Faculty of Management and Accounting, Islamic Azad University, Central Tehran Branch. 2014 [persian].
44. Rajabi Pourmibadi A, Hosseini E, Abdi Jamayran A, Z A. The Impact of Entrepreneurial Behavior on the Competitiveness of Small Tourism Businesses; Case study: Shiraz. Applied studies in management and development sciences. 2017;3(2):59-68 [persian].
45. Ferreira JJ, Fernandes CI, Ratten V. Entrepreneurship, innovation and competitiveness: what is the connection? International Journal of Business and Globalisation. 2017;18(1):73-95. [DOI:10.1504/IJBG.2017.081030]
46. Moghadam A, AmirHosseini Z, E F. Identifying the Effect of Entrepreneurial Marketing Dimensions on Service Quality, Competitiveness and Customer Satisfaction (Case Study: On Small and Medium Enterprises in Chahardangeh Industrial Town, Tehran Province). International Conference on New Research in Industrial Management and Engineering 2017 [persian].
47. Cohen B, Amorós JE, Lundy L. The generative potential of emerging technology to support startups and new ecosystems. 2017. [DOI:10.1016/j.bushor.2017.06.004]
48. Dong JQ. Moving a mountain with a teaspoon: Toward a theory of digital entrepreneurship in the regulatory environment. Technological Forecasting and Social Change. 2019;146:923-30. DOI: 10.1016/j.techfore.2018.07.050 [DOI:10.1016/j.techfore.2018.07.050]
49. Imani A, hosseinifar A, F A. Impact of Social Networks on Digital Entrepreneurship with the Role of Mediating Opportunity Recognition (Case Study: Knowledge Base Companies at Technology and Science Park in Kerman). Management Researches. 2018;11(41):287-312 [persian]. doi: 10.22111/jmr.2018.4460
50. Redondo RP, de Avila WM, Palma HH. Digital Marketing as a Promoter of Entrepreneurship in the Footwear Sector in Colombia. Contemporary Engineering Sciences. 2018;11(82):4059-67. [DOI:10.12988/ces.2018.88469]
51. Mohammadi A, M NG. The role of digital marketing in the development of professional entrepreneurial skills, Fourth National Conference on Management. Accounting and Economics with Emphasis on Regional and Global Marketing, Tehran. 2109 [persian].
52. Kirzner IM. The alert and creative entrepreneur: A clarification. Small Business Economics. 2009;32(2):145-52. http://dx.doi.org/10.2139/ssrn.1224842 [DOI:10.2139/ssrn.1224842]
53. Valliere D. Towards a schematic theory of entrepreneurial alertness. Journal of business venturing. 2013;28(3):430-42. [DOI:10.1016/j.jbusvent.2011.08.004]
54. Shane SA. A general theory of entrepreneurship: The individual-opportunity nexus: Edward Elgar Publishing; 2003. [DOI:10.4337/9781781007990]
55. Maleki n, Keshavarz L, Farid Fathi A, A M. The relationship between competitive intelligence and organizational entrepreneurship in the staff of the General Department of Sports and Youth of Ilam Province The first national conference on the achievements of sports science and health Abadan University of Medical Sciences, Ahvaz 2017 [persian].
56. Barclay D, Higgins C, Thompson R. The partial least squares (PLS) approach to casual modeling: personal computer adoption ans use as an Illustration1995.
57. Cronbach LJ. Coefficient alpha and the internal structure of tests. psychometrika. 1951;16(3):297-334. [DOI:10.1007/BF02310555]
58. Nunnally JC. Psychometric Theory 2nd ed. Mcgraw hill book company; 1978.
59. Hulland J. Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal. 1999;20(2):195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7 [DOI:10.1002/(SICI)1097-0266(199902)20:23.0.CO;2-7]
60. Fornell C, Larcker DF. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications Sage CA: Los Angeles, CA; 1981.
https://doi.org/10.2307/3150980 [DOI:10.1177/00222437810180]
61. Tenenhaus M, Amato S, Esposito Vinzi V, editors. A global goodness-of-fit index for PLS structural equation modelling. Proceedings of the XLII SIS scientific meeting; 2004.
62. Wang Z, Kim HG. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing. 2017; 39:15-26.
4 [DOI:10.1016/j.intmar.2017.02.00]
63. Hou R, Wu J, Du HS. Customer social network affects marketing strategy: A simulation analysis based on competitive diffusion model. Physica A: Statistical Mechanics and its Applications. 2017;469:644-53. DOI: 10.1016/j.physa.2016.11.110 [DOI:10.1016/j.physa.2016.11.110]
64. Bång A, Hell J. Digital Marketing Strategy: Social media and its contribution to competitiveness. 2015.
65. Das SR, Joshi MP. Process innovativeness in technology services organizations: Roles of differentiation strategy, operational autonomy and risk-taking propensity. Journal of Operations Management. 2007; 25(3):643-60. [DOI:10.1016/j.jom.2006.05.011]
ارسال پیام به نویسنده مسئول
| بازنشر اطلاعات | |
 | این مقاله تحت شرایط Creative Commons Attribution-NonCommercial 4.0 International License قابل بازنشر است. |
