Document Type : Research Paper
Authors
Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
Abstract
Abstract
The main objective of this research was to study the outcomes of brand globalization of the Iranian football pro-league. 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 were interviewed. Finally, the data obtained from the interviews were analyzed by grounded theory method through three stages open, axial, and selective coding. Based on the internal, external conditions and strategies of brand globalization of the Iranian football pro-league, the identified outcomes represent five major domains and 32 categories. These domains included: echo-political, legal, structural, and socio-cultural developments. In summary, globalization and market orientation are the emerging phenomenon that most of the world's soccer leagues and clubs seek to adapt to; thus, they are trying to benefit from it and to improve their competitive advantage in comparison with other leagues and clubs. Therefore, managers should focus on the brand of their company or organization as the most important asset, and manage it over time in order to create value and promote their brand. It seems that according to the research evidence and the agreement of most interviewees on the positive consequences of the globalization of the Iranian soccer league, it is necessary for the managers and practitioners of the country's soccer to provide a coherent approach and the required conditions to move to the path of globalization.
Keywords
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