In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran

Document Type : Research Paper


1 1. Ph.D. Student of Sport Management, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran

3 3. Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Qazvin Branch, Islamic Azad University, Qazvin, Iran


The present study seeks to provide a conceptual framework for competitiveness in the Iranian sports services industry. The research method is qualitative with systematic analysis approach. The statistical population of the study consisted of human society (managers and experts of service clubs, university professors with sports marketing expertise) and information society (scientific resources, documents and libraries on competitiveness). The statistical sample was selected with sufficient number based on theoretical saturation (17 persons and 56 documents). Research tools included systematic library study and semi-structured interview. Validity of the instrument was evaluated using descriptive qualitative methods (content validity). Conceptual coding and conceptual framing were used to analyze the findings. The presented analytical framework consists of 5 general areas including market management, market structure, market capability, market ecosystem and market competitiveness. The conceptual model derived from the coding framework was identified as a process system from market ecosystem and market management to the sustainable competitiveness of sports services. Therefore, it can be said that neglect of any of the elements or components can disrupt the order and relative balance in the competitive structure of the Iranian sports services market. Therefore, the sports services market requires the development of the business environment and the management of the sports services market for sustainable competitiveness.
Market Management, Competitiveness, Sport Services, Sports Industry


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