الگوی رقابت‌پذیری برندهای پوشاک ورزشی ایرانی برای ورود به بازارهای بین‌المللی

نوع مقاله : تحقیقی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه پیام‌نور، تهران، ایران.

2 استاد، گروه مدیریت ورزشی، دانشگاه پیام‌نور ، تهران، ایران

3 دانشیار، گروه مدیریت ورزشی، دانشگاه پیام‌نور، تهران، ایران.

چکیده

جهانی‌شدن، اهمیت رقابت‌پذیری در صنعت پوشاک ورزشی را دوچندان کرده است. در کشور ما برند‌های پوشاک ورزشی بسیاری وجود دارند که به‌علت عدم توانایی رقابت با برندهای خارجی، در عرصه تجارت  بین‌المللی فعالیت ندارند. از این‌رو پژوهش حاضر درنظر دارد الگوی رقابت‌پذیری برندهای پوشاک ورزشی ایرانی برای ورود به بازارهای بین‌لمللی را شناسایی کند.
در این پژوهش روش آمیخته(کیفی و کمی) به‌کار گرفته شد. جامعه آماری شامل خبرگان در صادرات پوشاک ورزشی و تعداد 200 تولیدکننده برندهای پوشاک ورزشی در سراسر کشور بودند. 3 برند به‌عنوان نمونه از جامعه اول به‌صورت هدفمند و 132 نفر از جامعه دوم براساس جدول مرگان و به‌صورت تصادفی انتخاب شدند. با انجام مطالعات میدانی، مؤلفه‌های مژثر بر رقابت‌پذیری شناسایی شدند و پس از تأیید در دور دوم دلفی، مدل استخراج‌شده از پژوهش ارائه و درنهایت پرسشنامه دارای 5 گویه و 74 سؤال براساس طیف لیکرت آماده شد. روایی پرسشنامه توسط اساتید و متخصصان مورد تأیید قرار گرفت و پایایی آن نیز در یک نمونه اولیه 30 نفری ضریب با آلفای کرونباخ 96/0 به‌دست آمد. جهت مدل‌سازی معادلات ساختاری از نرم‌افزار Spss و Smart Pls استفاده شد.
نتایج حاصل از پژوهش نشان داد مؤلفه‌های صادرات، تمایز برند، گرایش بازاریابی و گرایش استراتژیک، بر رقابت‌پذیری برندهای پوشاک ورزشی ایرانی برای ورود به بازارهای بین‌المللی تأثیرگذارند.

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