شناسایی عوامل هم¬آفرینی ارزش و اثربخشی برند شرکت‌های دانش¬بنیان ورزش ایران
محورهای موضوعی : مدیریت در ورزشعلی 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
کلید واژه: شرکت¬های دانش‌بنیان, برند, هم¬آفرینی,
چکیده مقاله :
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.
The purpose of this research was to identify the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies. A qualitative research with a systematic exploratory approach was chosen. In this research, the statistical population included professors, experts, experts and experts involved in this field, and due to the interdisciplinary approach of the lifestyle issue, it included specialties in the field of sports, psychology and behavioral sciences, sociology, etc. To select the statistical sample, the sample members were first selected in a targeted manner and then as a snowball and continued until theoretical saturation (14 people). The research tools included systematic library study and structured exploratory interviews. The validity of the tool was evaluated and confirmed based on the legal and scientific validity of the sample, expert opinion and agreement between the correctors. MAXQDA software was used. The results of the analysis of the conducted interviews showed that the three main categories of regular physical activity, healthy nutrition and management are among the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies. Therefore, according to the results of the research, it can be suggested that identifying the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies is very important and vital for the growth and development of these companies.
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