Document Type : Research Paper
Authors
1 Islamic Azad University,
2 Department of Physical Education and Sport Sciences, Shahrekord Branch,
Abstract
Introduction: The main goal of this research is to model the effect of entrepreneurial marketing and technological innovation on the sustainable development of businesses in Iran's sports industry.
Methods: The statistical population of the current research includes activists, experts in the field of sports business and sports marketing active in the country's sports industry, which are 250 people. Since the statistical population was limited, the same number was considered as a statistical sample. The research tools include Fury Entrepreneurial Marketing Questionnaire (2013), Kamison and Villar Technological Innovation Questionnaire (2014) and Aghaei Sustainable Development Questionnaire (1400). These questionnaires were provided and collected to the research sample both electronically and manually, and finally 213 questionnaires were statistically analyzed. Descriptive and inferential statistics were used to analyze the research data. In the inferential statistics section, Spss23 software and structural equation modeling methods and SmartPLS4 software were used to estimate the model.
Results: The results of the research showed that entrepreneurial marketing and technological innovation have an effect on the sustainable development of businesses in Iran's sports industry. The research model has a good and according to the value (t-statistic), all hypotheses proposed in the research were confirmed.
Conclusion: Entrepreneurial marketing and technological innovation are the keys to the success and sustainability of sports businesses in today's competitive market of sports products and services. The ability to produce new sports services with unique quality in competitive markets is a basic requirement for the sustainable development of sports industry business
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