شناسايي موانع توسعه برند ليگ برتر فوتبال ايران با تلفيق رويكرد كارت امتيازي متوازن و تحليل سلسله مراتبي

Identifying barriers to Development of Iranian Premier League Brand by Integrating Balanced Scorecard Approach and AHP

اﯾﻦ ﺗﺤﻘﯿﻖ در دو ﺑﺨﺶ ﮐﻤﯽ و ﮐﯿﻔﯽ اﻧﺠﺎم ﮔﺮﻓﺖ. ﺟﺎﻣﻌﮥ آﻣﺎري اﯾﻦ ﺗﺤﻘﯿﻖ اﻋﻀـﺎي ﻫﯿـﺄت ﻋﻠﻤـﯽ ﻣﺪﯾﺮﯾﺖ ورزﺷﯽ ﺑﺎ ﺣﯿﻄﻪ ﺗﺨﺼﺼـﯽ ﺑﺎزارﯾـﺎﺑﯽ، ﮐﺎرﺷﻨﺎﺳـﺎن و ﺻـﺎﺣﺐﻧﻈـﺮان ﻓﻮﺗﺒـﺎل و ﻧﯿـﺰ ﻣـﺪﯾﺮان اﺟﺮاﯾﯽ ﻟﯿﮓ و ﺑﺎﺷﮕﺎهﻫﺎي ﻓﻮﺗﺒﺎل ﺑﻮدﻧﺪ. در ﺑﺨﺸﯽ ﮐﯿﻔﯽ ﺑﺎ 18 ﻧﻔﺮ از ﺟﺎﻣﻌﮥ ﺗﺤﻘﯿﻖ ﻣﺼﺎﺣﺒﻪ ﺻﻮرت ﮔﺮﻓﺖ و در ﺑﺨﺶ ﮐﻤﯽ ﺑﺎ روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻏﯿﺮاﺣﺘﻤﺎﻟﯽ ﻗﻀﺎوﺗﯽ )ﻧﻈﺮ ﺧﺒﺮﮔﺎن( 85 ﻧﻔـﺮ ﺑـﻪ ﻋﻨـﻮان ﻧﻤﻮﻧﮥ آﻣﺎري ﭘﮋوﻫﺶ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. در ﺑﺨﺶ ﮐﯿﻔﯽ 157 ﻧﺸﺎن ﻣﻮﺛﺮ ﺑﺮ ﺗﻮﺳـﻌﮥ ﺑﺮﻧـﺪ ﻟﯿـﮓ ﺷﻨﺎﺳـﺎﯾﯽ ﺷﺪ و ﺳﭙﺲ در ﮐﺪ ﮔﺬاري ﻣﺤﻮري در 20 ﻣﻔﻬﻮم ﻃﺒﻘﻪﺑﻨﺪي ﺷﺪﻧﺪ. در ﺑﺨﺶ ﮐﻤﯽ اوﻟﻮﯾـﺖ ﻫﺮﯾـﮏ از ﭼﺎﻟﺶﻫﺎي اﺛﺮﮔﺬار ﺑﺮ ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ ﺑﺎ روش ﺗﺤﻠﯿﻞ ﺳﻠﺴـﻠﻪ ﻣﺮاﺗﺒـﯽ ﺗﻌﯿـﯿﻦ ﺷـﺪ ﮐـﻪ در اوﻟﻮﯾـﺖ اول ﺿﻌﻒ در ﺳﺎﺧﺘﺎر ﻣﺪﯾﺮﯾﺘﯽ و در اوﻟﻮﯾﺖ آﺧﺮ ﭼﺎﻟﺶﻫﺎي ادراﮐﯽ ﺑﻮد. در ﻧﺘﯿﺠﻪ ﺑﮑﺎرﮔﯿﺮي اﯾﻦ ﻣﺪل ﻣﯽﺗﻮاﻧﺪ ﻣﺪﯾﺮان را ﺑﺎ اوﻟﻮﯾﺖﻫﺎي رﺳﯿﺪﮔﯽ ﺑﻪ ﭼﺎﻟﺶﻫﺎي ﺗﻮﺳﻌﮥ ﺑﺮﻧﺪ ﻟﯿﮓ ﺑﺮﺗـﺮ ﻓﻮﺗﺒـﺎل اﯾـﺮان آﺷـﻨﺎ ﺳﺎﺧﺖ و اﻣﮑﺎن ﯾﮑﭙﺎرﭼﻪﺳﺎزي ارزﯾﺎﺑﯽ ﻋﻤﻠﮑﺮد ﺑﺮﻧﺪ ﻟﯿﮓ ﺑﺮﺗﺮ ﻓﻮﺗﺒﺎل اﯾﺮان را ﻓﺮاﻫﻢ آورد.

Brand is as one of the most important intangible assets of any organization and strategic analysis of brand development barriers in any organization including Iranian Premier League is necessary. Accordingly, the present study analyzed the barriers to the development of the Iranian Premier League brand by combining the Balanced Scorecard approach and the AHP. This study was conducted in two parts: Qualitative and Qualitative. The statistical population of this study consisted of sport management faculty with specialized marketing, soccer experts and experts, as well as executives of the league and football clubs. 18 individuals were interviewed in the qualitative part, and in the quantitative part, 85 individuals were selected as the statistical sample using non-probable judgment sampling (expert opinion). In the qualitative section, 157 labels were identified that influenced the development of the league brand and were then classified into 20 concepts in axial coding. In the quantitative part, the priority of each of the barriers affecting brand development was determined by the hierarchical analysis method, with first the weaknesses was the management structure and the last priority was the perceptual barriers. Applying this model can familiarize managers with the priorities of addressing the barriers to the development of the Iranian Premier League brand and allow for the integration of performance evaluation of the Iranian Premier League brand.