شناسایی عوامل هم¬آفرینی ارزش و اثربخشی برند شرکت‌های دانش¬بنیان ورزش ایران
الموضوعات :علی رضا امینی 1 , محمدرضا مرادی 2 , رسول نظری 3
1 - دانشجوی دکتری مدیریت ورزشی، دانشکده علوم ورزشی، اصفهان واحد (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
2 - دانشیار مدیریت ورزشی؛ بخش علوم ورزشی، دانشگاه شهرکرد، شهرکرد، ایران
3 - دانشیار مدیریت ورزشی، دانشکده علوم ورزشی، اصفهان واحد (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
الکلمات المفتاحية: شرکت¬های دانش‌بنیان, برند, هم¬آفرینی,
ملخص المقالة :
هدف از این پژوهش، شناسایی عوامل هم‌آفرینی ارزش و اثربخشی برند شرکت‌های دانش‌بنیان ورزش ایران بود. تحقیق از نوع کیفی با رویکرد اکتشافی نظام¬مند انتخاب شد. در این پژوهش، جامعه آماری شامل اساتید، کارشناسان، صاحب¬نظران و خبرگان دخیل در این حوزه بود و بدلیل رویکرد میان‌رشته‌ای موضوع سبک زندگی تخصص‌هایی در حوزه ورزش، روانشناسی و علوم رفتاری، جامعه‌شناسی و ... را در بر گرفت. برای انتخاب نمونه آماری ابتدا به شکل هدفمند و سپس به‌صورت گلوله برفی اعضا نمونه برگزیده شدند و تا اشباع نظری ادامه یافت(14 نفر). ابزار پژوهش شامل مطالعه کتابخانه¬ای نظام‌مند و مصاحبه¬های اکتشافی ساختارمند بود. روایی ابزار براساس اعتبار حقوقی و علمی نمونه، نظر خبرگان و توافق بین مصححان ارزیابی و تایید گردید. از نرم‌افزار MAXQDA استفاده شد. نتایج تحلیل مصاحبه‌های انجام شده نشان داد که سه مقوله اصلی فعالیت بدنی منظم، تغذیه سالم و مدیریت از جمله عوامل هم‌آفرینی ارزش و اثربخشی برند شرکت‌های دانش‌بنیان ورزش ایران می‌باشد. بنابراین با توجه به نتایج پژوهش می¬توان پیشنهاد کرد که شناسایی عوامل هم‌آفرینی ارزش و اثربخشی برند شرکت‌های دانش‌بنیان ورزش ایران، بسیار مهم و حیاتی برای رشد و توسعه این شرکت‌هاست.
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