The effect of digital marketing strategy and innovation capabilities on the strategic performance of sports businesses
Subject Areas : Production and Operations Management
Ahmad Sherad
1
,
Javad MoradiChaleshtori
2
*
1 - Msc of sport management, Esfahan branch, Islamic Azad University, Esfahan, Iran
2 -
Keywords: Marketing strategy, Innovation capabilities, Strategic performance,
Abstract :
Introduction: The purpose of this research is to investigate the effect of digital marketing strategy and innovation capabilities on the strategic performance of sports businesses in Iraq.
Methodology: This research is applied in nature and correlational in purpose, conducted by survey method and cross-sectional in time. The statistical population of the research includes all activists, specialists and experts in the field of sports business and sports marketing in Iraq, totaling 225 people. Using Charles Cochran's formula, 142 people were considered as the research sample. The research tool consists of three standard questionnaires: the Digital Marketing Strategy Questionnaire of Bosakorn and Dieter (2005), the Innovation Capability Questionnaire of Sheng and Chen (2016), and the Strategic Performance Questionnaire of Slater et al. (2010). After obtaining the reliability and validity of the questionnaires, they were distributed and collected among the research sample. The research data were analyzed using descriptive and inferential statistics using Spss23 and Smart Pls4 software at two levels of descriptive and inferential statistics.
Results and Discussion: The results of the study showed that the research model has a good fit and that digital marketing strategy and innovation capabilities have a direct impact on the strategic performance of sports businesses.
Conclusion: Accordingly, Iraq sports businesses need to design and develop their digital marketing strategy and innovation capabilities in a way that optimally utilizes the resulting competitive advantages and improves their strategic performance.And to the implementation stage in order to use the resulting competitive advantages in a desirable way and to enhance and improve its strategic performance.
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