designing model of Conversion of marketing capabilities to function in football clubs of Iran Premier League

Document Type : Research Paper

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Abstract

Aim: The aim of this study was designing model of Conversion of marketing capabilities to function in football clubs of Iran Premier League.Methodology: this research is an Exploratory research with Qualitative nature that used of the grounded theory method. Statistical population was all of the football clubs managers and sport management faculty members that selected by Theoretical  and Snowball sampling. To collect data, used of Depth interviews by open-ended questions. collected data from 18 interviews coded and analyzed by grounded theory method.Results: Primary codes was 792 that after summarizing  codes, they decrease 184 codes and Were converted with 27 Axial Codes. This codes were classified to 4 groups of  marketing capabilities include football capabilities, infrastructure capabilities, strategic capabilities and operational capabilities; and 3 groups of Conversion Factors include Environmental, organizational and structural Conversion Factors. then, At the end, Research Conceptual Model were designed according to literature and expert ideas.Conclusion: The proposed model can be used as an tool for identification of football marketing capabilities and Conversion Factors of this capabilities to function, that logical and systematic manner to do marketing, and gaining income and financial independence Club, and solve problems.

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References

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Journal of Sport Management and Motor Behavior
Volume 17, Issue 34 - Serial Number 34
November 2021
Pages 164-145

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