نشریه مدیریت ورزشی

طراحی مدل پیامدهای جهانی‌شدن برند لیگ برتر فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

سجاد سروش
سیدنصراله سجادی
ابراهیم علی دوست قهفرخی
مهرزاد حمیدی

گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران، ایران

https://doi.org/10.22059/jsm.2019.266085.2157
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

برند
پیامدها
جهانی‌شدن
لیگ برتر
فوتبال ایران

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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نشریه مدیریت ورزشی
دوره 15، شماره 3
پاییز 1402
صفحه 18-1

  • تاریخ دریافت 29 آبان 1397
  • تاریخ بازنگری 04 خرداد 1400
  • تاریخ پذیرش 04 تیر 1398

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