طراحی مدل کیفی توسعه اقتصادی صنعت ورزش ایران با رویکرد تولید درکلاس جهانی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازاریابی و رسانه های ورزشی دانشگاه مازندران، بابلسر، ایران

2 دانشیار مدیریت ورزشی دانشگاه مازندران، بابلسر، ایران

3 دانشیار مدیریت ورزشی دانشگاه مازندران

4 دانشیار مدیریت صنعتی دانشگاه شهید بهشتی، تهران، ایران

چکیده

سازمان‏ها به‏منظور بهبود مزیت رقابتی خود و فعالیت در بازارهای جهانی، ناگزیرند تا با نیازهای در حال تغییر با سرعت بیشتر پاسخ دهند. این پاسخگویی از طریق مدیریت تولید درکلاس جهانی امکان‏پذیر است. لذا هدف پژوهش حاضر تدوین مدل توسعه اقتصادی صنعت ورزش ایران با رویکرد تولید در کلاس جهانی بود. نمونه‏های برگزیده در پژوهش حاضر، متخصصان، اقتصاد دانان و اعضاء هیأت علمی (بازاریابی ورزشی و مدیریت صنعتی)  بودند، که به شیوة هدفمند انتخاب شدند. پس از انجام بیش از 15 ساعت مصاحبة عمیق با 15 نفر از نمونه‏های منتخب، اشباع نظری به‏دست آمد و مصاحبه‏ها پیاده سازی شدند. با استناد به نتایج تحلیل مصاحبه‏هایی میدانی در محیط Nvivo 10؛ مدل کیفی مذکور با 85 مفهوم و 17 کد محوری و 4 کد گزینشی به‏دست آمد. نتایج تحقیق حاضر نشان می‏دهد بین توسعه اقتصادی صنعت ورزش و عوامل آن (توسعه نهادی، ساختار و مالکیت، توسعه رسانه‏ای، توسعه علمی- پژوهشی، توسعه هواداران ودرآمد حاصل از آن، توسعه نیروی انسانی، توسعه امکانات و زیرساخت، توسعه حقوقی و قانونی، توسعه بنگاه‏های صادرات، توسعه و گسترش شبکه‏های اجتماعی) با عوامل تولید در کلاس جهانی (کیفیت، نوآوری، هزینه، زمان، انعطاف پذیری) و عوامل خدمت در کلاس جهانی (فروش و پس از فروش) رابطه علی و اثرگذار وجود دارد که می‏تواند باعث توسعه صنعت ورزش در کلاس جهانی شود.

کلیدواژه‌ها


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