Estratégias para o desenvolvimento da liga premier iraniana marca com base no Balanced Scorecard (BSC)

  • Negar Gholipour Phd Sport Management in University of Razi
  • H. Eidi Assistant Professor, University of Razi, Iran.
  • B. Yousefi Associate Professor, University of Razi, Iran.
  • S. Soroush PhD of sport management in Tehran Univesity, Iran.
Palavras-chave: marca, De indicadores equilibrados, Liga Profissional de Futebol Iraniano

Resumo

Objetivo: Uma marca é um dos ativos intangíveis mais valiosos de qualquer organização e a análise estratégica dos fatores que afetam o desenvolvimento da marca em qualquer organização, incluindo a Premier League iraniana, é absolutamente vital. O presente estudo tenta analisar os fatores de desenvolvimento da marca da Premier League iraniana integrando uma abordagem de balanced scorecard (BSC). Desenho / metodologia / abordagem: O estudo foi realizado em duas seções, incluindo as seções qualitativa e quantitativa. A população estatística consistia em professores de gestão esportiva com experiência em marketing especializada, especialistas em futebol, bem como executivos da liga e clubes de futebol. As amostras para o estudo nas seções qualitativa e quantitativa incluíram 18 e 85 indivíduos, respectivamente, os quais foram selecionados por meio de amostragem não probabilística de julgamento (opinião de especialistas). Achados: Os resultados mostraram que, na seção qualitativa, 157 elementos foram identificados como influenciadores do desenvolvimento da marca da liga e, a seguir, categorizados em codificação axial em 35 conceitos e dez grupos no estágio de codificação seletiva. Na seção quantitativa, a prioridade de cada uma das dimensões e estratégias do BSC que influenciam o desenvolvimento da marca foi determinada por um método de comparação em pares usando a técnica AHP. Entre as dimensões do balanced scorecard, os processos internos foram prioritários. Originalidade / valor: a aplicação deste modelo pode familiarizar os gerentes com as estratégias de aprimorar e desenvolver a marca da Premier League iraniana e permitir a integração da avaliação de desempenho da marca da Premier League iraniana.

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Publicado
2021-11-07
Como Citar
Gholipour, N., Eidi, H., Yousefi, B., & Soroush, S. (2021). Estratégias para o desenvolvimento da liga premier iraniana marca com base no Balanced Scorecard (BSC). RBFF - Revista Brasileira De Futsal E Futebol, 13(53), 251-265. Recuperado de http://www.rbff.com.br/index.php/rbff/article/view/1107
Seção
Artigos Cientí­ficos - Original