Paradigm Model of Sales Ethics in Sports Businesses

This study aimed to Design a paradigm model of sales ethics in sports businesses.Methodology: The qualitative research method followed a systematic grounded theory approach (Strauss Corbin, 1997). The participants consisted of 5 professors and experts in the sports market, 1 person in ethics, 3 sports business owners, and 3 customers of sports products. Semi-structured interviews were used as the research tool. Validation was carried out using a triangulation approach, which involved using multiple sources for data (different participant groups) and having two reviewers verify emerging findings. All data was analyzed and reviewed using Maxqda software version 2020.Findings: The research’s final model was structured into 5 main axes: 1- Causal conditions (laws and policies, political, cultural-social, economic), 2- Context (customer behavior, advertisement and promotion, product value (price and quality), communication interaction seller with customer, seller’s beliefs and values), 3- intervening factors (media, market type and organizational atmosphere), 4- strategies (management and structure, rules and regulations, supervision, training, dissemination and promotion) and 5- The consequences are (internal satisfaction of the seller, branding, financial consequences, consequences related to the seller).Originality: The research findings indicate that managers and policymakers should focus on creating preventive strategies and promoting financial transparency. It is also advised to utilize technology-based monitoring systems to enhance performance and financial transparency. Other research highlights the importance of education and dissemination strategies. Therefore, it is essential for governing institutions to use public media and virtual platforms to promote ethical sales practices. Additionally, workshops and training courses that focus on ethical issues should be incorporated into the process of obtaining sports business licenses.