پديد آورندگان :
سروش، سجاد دانشگاه تهران - دانشكده تربيت بدني و علوم ورزشي , سجادي، نصراله دانشگاه تهران , علي دوست قهفرخي، ابراهيم دانشگاه تهران , حميدي، مهرزاد دانشگاه تهران
كليدواژه :
جهاني شدن , بازاريابي جهاني , برند , ليگ برتر فوتبال ايران
چكيده فارسي :
هدف: هدف اصلي اين پژوهش، طراحي مدل پارادايمي جهاني‌شدن برند ليگ برتر فوتبال ايران بود.
روش‌شناسي: براي دستيابي به هدف تعيين شده مطالعه كيفي با استفاده از انجام مصاحبه‌هاي عميق با نخبگان اين موضوع مورد استفاده قرار گرفت. انجام مصاحبه‌ها به صورت هدفمند و به شيوه گلوله برفي ادامه يافت و در نهايت 20 نفر (18 نفر ايراني و 2 نفر خارجي) مورد مصاحبه قرار گرفتند. سرانجام، داده‌هاي حاصل از مصاحبه‌ها به روش داده بنياد و از طريق سه مرحله كدگذاري باز، محوري و انتخابي مورد تجزيه و تحليل قرار گرفت.
نتايج: در مرحله كدگذاري باز نتايج حاصل از نشان‌هاي شناسايي شده و با تحليل بيشتر يافته‌هاي حاصل از كدگذاري باز در 6 مقوله اصلي در پارادايم كدگذاري محوري جايگزين شدند. اين مقوله‌ها شامل: شرايط علّي، شرايط زمينه‌اي، شرايط مداخله‌گر، پديده محوري، راهبردها و پيامدها بودند.
نتيجه‌گيري: بر اساس يافته‌هاي پژوهش، ضروري است مديران و دست‌اندركاران فوتبال كشور با همسوئي نگرشي- رفتاري، بستر-سازي لازم جهت حركت در مسير جهاني‌شدن را فراهم آورند.
چكيده لاتين :
The primary purpose of this research was to design a paradigmatic model of globalization of the Iranian Football Premier League Brand.
Methodology: In order to achieve the proposed goal and regarding the specialization of the research topic, a qualitative study was used using in-depth interviews with the elites of this topic. The interviews continued purposefully in the form of snowballs, and finally, 20 individuals (18 Iranians and 2 foreigners) were interviewed. Finally, the data from the interviews were analyzed using the Grounded theory with the aid of three stages of open, axial and selective coding paradigms.
Results: Reviewing and analyzing the data from the interviews, according to the causal conditions affecting the globalization of the Iranian Football Premier League Brand characterized 85 codes, which were placed in 47 general concepts in terms of their closeness to the subject. Then, by further examining the concepts obtained and combining them as well as finding preliminary relationships among the concepts in causal conditions, 21 final categories affecting the globalization of the country's Football Premier League brand were identified, which were classified into five major dimensions.Analyzing the interviews according to the contextual conditions, 110 distinctions, 60 general concepts and 27 final categories affecting the globalization of the country's Premier Football League brand were distinguished, respectively, which were classified into 5 major dimensions. In the following, the findings of the intervening conditions in this study were classified into 5 main dimensions and 29 categories. Also, the identified strategies are presented in 5 areas so that they cover the internal and external challenges of globalization of the country's Premier Football League brand. Finally, the identified outcomes of the strategies included: political, economic, legal, structural and socio-cultural development.
Conclusion: Based on the research finding regarding the positive outcomes for the globalization of the Iranian Football Premier League brand, it is necessary for managers and authorities of the country's football to provide a required opportunity to move on the path of globalization
