Identifying the drivers affecting the productivity of Iraqi sports media

Vesam Mohammad Tomeh ¹ ( )
Vahid Shojaei ² ( Associate Professor in Sports Management, Sari Branch, Islamic Azad University, Sari, Iran )
Suhair Motab Manaf ³ ( Assistant Professor of Sports Management, University of Baghdad, Baghdad, Iraq )
Rasool Nazari ⁴ ( Presenting the model Analysis sport function in Iran’s development )

Submited date : 2024-12-06 Accepted date : 2025-05-28

Keywords: productivity, sports media, media, drivers, future studies.,

Abstract :

Introduction

Productivity is a concept in economics and management that is defined as: “the amount of goods or services produced compared to each unit of energy or labor expended without reducing quality or efficiency” (Wai et al., 2019). In other words, productivity refers to obtaining the maximum possible profit by utilizing and using optimally the labor force, power, talent and skills of human resources, land, machinery, money, equipment, time, space, etc. in order to improve the welfare of society (Kozlowski and Ilgen, 2006; Chen, 2019). Today, rapid and continuous changes have made the world complex, unstable and unpredictable. In such a world, the ability of managers to plan, organize, direct and control is increasingly at risk. Organizations are also facing rapid and comprehensive changes, where the successful response of organizations in a highly dynamic and changing environment depends on their ability to provide the required information and find appropriate solutions to the problems they face (Hamori et al., 2021). In this context, the attention of theorists and organizational managers is focused on designing what is called the productivity of an organization. Currently, sports are considered as a money-making industry that directly and indirectly changes the economies of countries and leads to higher economic growth (Emami, 2019) and its processes affect other industries. In this regard, one of the problems that the sports industry faces are its low productivity in developing countries (Aisya, 2016; Halim et al., 2019). Productivity is a comprehensive concept; In order to improve the standard of living, greater prosperity, peace and comfort for all countries in the world, which has always been an economic concern; it has been defined as a necessity continuously in government policy. Therefore, in this regard, the researcher states that the estimation of the production rate in terms of minimum energy, money and time consumption is called productivity (Mohammadzadeh et al., 2013; Azimi Zanari et al., 2020).

 

Method

The present study is applied in terms of its purpose and is based on the future research, analytical and exploratory method in terms of its nature. The required information was obtained through in-depth semi-structured interviews with 16 Iraqi sports media managers, sports management professors and experts in the field of organizational productivity, which include 7 sections and 60 main indicators. The 7 by 7 cross-effects matrix was used to analyze the collected data using the MiqMaq software. Based on the findings of the study, 7 general categories of factors (influential to impact able) were identified, including: educational and scientific drivers, audience attention drivers, budget and financial drivers, leadership and management drivers, professional tools and behavior drivers, planning and talent development drivers, and marketing and sponsorship drivers.

 

Results

The aim of the present study was to identify the drivers affecting the productivity of Iraqi sports media. As a result, it can be said that in order to develop the productivity of the country's sports media, the drivers of marketing and sponsorship, planning and talent development, factors such as scientific educational drivers, attention to the audience, budget and finance, leadership and management, professional tools and behavior, planning and talent development, marketing and sponsorship are effective. Which are both effective and influential, should be placed on the agenda of sports managers so that the Iraqi sports media reach a professional level similar to the sports media of other advanced countries.

 

Conclusion

In this regard, based on the results of the present study, it can be stated that future research reflects how tomorrow's reality will be born from today's change (or stability); identifying factors that are effective in the future can provide a roadmap for Iraqi sports media managers to make the necessary plans and achieve their organizational goals. Therefore, it can be suggested to managers, policymakers, and decision-makers in this field to develop the productivity of sports media through marketing and financial support; to push media employees and members to marketing rules and brand development; in this regard, in order to develop the brand of sports media, it is suggested to put the privatization of the media on the agenda, transfer copyright rights to the media using the media's own television, and encourage the media to create their own brand-specific stores so that this can attract sponsors to the media and prevent the copying and sale of media products by fake brands. It is hoped that by taking advantage of these cases, a great step will be taken in the media and that the Iraqi sports media will reach a professional level similar to the sports media of other advanced countries and be presented as a model in the region 

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