Document Type : Research Paper


Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Shahid Rajaei Teacher Training University, Tehran, Iran


The main objective of this study was to Strategies and outcomes e-commerce in sport Industry. Qualitative study using in-depth interviews with experts in the subject were used to achieve the stated purpose and with the expertise of subject. In this regard, the relevant research in the following areas were identified, including: Officials Marketing Committee, sports federations and sports clubs, Sports Marketing Committee of the Ministry of Sport and Youth, Experts in the field of e-commerce and faculty members. Interviews conducted purposefully and continued to snowball technique and finally 12 people were interviewed. Finally, the data obtained from interviews given by Ground theory and through three stages open, axial and selective coding were analyzed. The open coding results in identification sign and further analysis result of open coding at the Strategies have been identified in 4 areas so that cover internal and external challenges of e-commerce in the sports industry of the country. These areas were included: Management, Legal – Civil, Technical and cultural-social. Finally, Outcomes that were largely consistent, include the identification of strategies like: Economic Development, Legal, structural and cultural.


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