E-commerce development strategies in the country's sports

Subject Areas : Sport Sciences Quarterly

fatemeh zohrabi ¹ , Reza Saboonchi ^{2 *} , Hamid Foroghipour ³

1 - دانشجوی دکتری مدیریت ورزشی، واحد بروجرد، دانشگاه آزاد اسلامی، بروجرد، ایران
2 - Associate Professor in Sports Management, Borujerd Branch, Islamic Azad University, Borujerd, Iran.
3 - Department of physical education, Borujerd branch, Isamic azad university, Borujerd, Iran

Received: 2023-07-12 Accepted : 2023-07-12 Published : 2023-02-20

Keywords: Electronic Commerce, Sports industry, Sporting Goods,

Abstract :

The purpose of this research was to identify the factors and strategies for deploying electronic commerce in the production of sporting goods in the country and to provide an analytical model. In terms of target type, the present research is applied research. It was carried out qualitatively and through in-depth interviews. The research method used is Grounded Theory (Foundation Data Theory). The statistical population of the study consisted of 17 professors and experts in sport marketing and 11 marketing and sales representatives of manufacturer companies of sporting goods who interviewed. Finally, the data from the interviews were analyzed using the Grounded Theory method through three stages of coding. The results of coding in the end of the 6 main categories include the causal conditions (supervisor-policy making-occupational-economic), underlying conditions (modeling -lifestyle-ICT development-environmental learning), mediating conditions (technical -information, legal-cultural), strategies (law-manpower-equipment-localization), outcomes (economic-structural-cultural-environmental) and the main phenomenon of electronic commerce implementation in the sport sector of the country.