نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران
چکیده
چکیده:
مقدمه: هدف اصلی این پژوهش، طراحی مدل پیامدهای جهانیشدن برند لیگ برتر فوتبال ایران بود.
روش پژوهش: برای دستیابی به هدف تعیینشده و با توجه به تخصصی بودن موضوع پژوهش، مطالعه کیفی با استفاده از انجام مصاحبه‌های عمیق با نخبگان این موضوع مورد استفاده قرار گرفت. انجام مصاحبه‌ها به صورت هدفمند و به شیوه گلوله برفی ادامه یافت و در نهایت 20 نفر (18 نفر ایرانی و 2 نفر خارجی) مورد مصاحبه قرار گرفتند. سرانجام، داده‌های حاصل از مصاحبه‌ها به روش داده بنیاد و از طریق سه مرحله کدگذاری باز، محوری و انتخابی مورد تجزیه و تحلیل قرار گرفت.
یافته ها: پیامدهای شناسایی شده با توجه به شرایط درونی و بیرونی و راهبردی جهانیشدن برند لیگ برتر فوتبال ایران بیانگر 5 حیطه اصلی و 32 مقوله بودند. این حیطه‌ها شامل: توسعه سیاسی، اقتصادی، حقوقی، ساختاری و فرهنگی- اجتماعی بودند.
نتیجه گیری: بر اساس یافته‌های پژوهش مبنی بر پیامدهای مثبت جهانیشدن برند لیگ برتر فوتبال ایران، ضروری است مدیران و دستاندرکاران فوتبال کشور با همسوئی نگرشی- رفتاری، بسترسازی لازم جهت حرکت در مسیر جهانیشدن را فراهم آورند.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling the Outcomes of Brand Globalization of the Iranian Football Pro-League
نویسندگان [English]
- SAJAD SOROUSH
- seyed Nasrolah Sajjadi
- EBRAHIM ALIDOUST GHAHFARROKHI
- MEHRZAD HAMIDI
Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]
Abstract
Introduction: The main objective of this research was to study the outcomes of brand globalization of the Iranian football pro-league.
Methods: In order to achieve the goal and according to the specialty of the subject, qualitative study was used by conducting in-depth interviews with the experts of this subject. The interviews were conducted using snowballing technique and ultimately 20 people (18 Iranian people and 2 foreigners) were interviewed. Finally, the data obtained from the interviews were analyzed by grounded theory method through three stages open, axial, and selective coding.
Results: The consequences identified according to the internal and external conditions and the strategic globalization of the brand of Iran's premier football league showed 5 main areas and 32 categories. These areas included: political, economic, legal, structural and cultural-social development.
Conclusion: According to the research findings of the positive outcomes of brand globalization of the Iranian football pro-league, it is necessary for the country’s football managers as well as practitioners to provide the required conditions and platforms to move on the path to globalization.
کلیدواژه‌ها [English]
- Brand
- Consequences
- Globalization Premier League
- Iranian football
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