Volume 29, Issue 11 (1-2023)                   RJMS 2023, 29(11): 477-486 | Back to browse issues page

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Nematpour R, Razavi S M H, Emami F, Amirnejad S. The Effect of Business Model Design on the Continuation of Health-Oriented and Sports Activities. RJMS 2023; 29 (11) :477-486
URL: http://rjms.iums.ac.ir/article-1-8649-en.html
Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Mazandaran University, Babolsar, Iran , razavismh@yahoo.com
Abstract:   (17 Views)
Background & Aims: The decision to create a new business is one of the most important choices of individuals and organizations. Every year, hundreds of thousands of new businesses are created around the world, and it is estimated that around half a billion people worldwide are actively trying to start a new business. Global developments and developments in the current business conditions have made the business continuity process a necessity in organizations. The lack of durability and continuity of sports businesses is one of the problems facing the sustainable development of sports entrepreneurship, the consequence of which is the lack of institutionalization of sports for individuals, organizations, institutions and society, so the research is the effect of business model design on the continuity of health-oriented and sports activities.
Methods: In terms of strategy, the research method is mixed with a sequential exploratory research plan, in terms of the implementation path, the foundational data theorizing method with the Strauss and Corbin approach and variance-based structural equation analysis, and in terms of the goal, it is applied-developmental. First, in the qualitative part: through a systematic review of previous documents and studies in this field and semi-structured interviews with participants: academic experts in the field of sports marketing management, selected entrepreneurs in the field of sports industry, managers, manufacturers and owners of sports businesses, until reaching theoretical saturation in Coding in paradigm model structures: main and central phenomenon, causal conditions, contextual conditions, intervening conditions, strategies and consequences of the development of sports business continuity model was done in 5 rounds of interviews. The statistical sample size was 19 people until reaching theoretical saturation through semi-structured interviews. That is, from the 19th person, the data was duplicated, and for more certainty, the interviews were conducted up to the 21st expert, but no new open code (item) was added. Targeted sampling for the selection of experts was done in a theoretical (judgmental) way because the selection of these people was based on the judgment of the research group from samples that were in the best position to provide the required information in the opinion of the research group. Qualitative research tools: Coding sheets and semi-structured interviews with the mentioned experts until theoretical saturation and consensus were reached for data analysis and open, central, and selective coding. Its validity was confirmed by the members of the research group and its reliability was calculated using the Pscott criterion (agreement coefficient between coders) of 0.96. The statistical population in the quantitative section was: sports entrepreneurs, sports business owners, and sports management graduate students. With the Cochran sampling formula or the Jersey-Morgan sampling table (384) of them were randomly selected. Quantitative part research tool: a researcher-made 5-point Likert questionnaire from the concepts of the qualitative part, whose validity was approved by 5 university professors, and its reliability was calculated with combined reliability for all categories above 0.70. Data analysis was done with Smart pls (2) statistical software.
Results: The paradigmatic pattern of research in 4 axes; 45 categories, 80 concepts, 267 items, and 6 constructs: causal conditions, central phenomenon, strategies, background conditions, intervening conditions, and consequences of categories and items were placed. The relationship between the constructs of causal conditions with phenomenology, phenomenology with strategies, contextual conditions with strategies, intervening conditions with strategies, and strategies with the consequences of the development of a positive and meaningful sports business continuity model (T ≤ 2.58) and the fit of the research model (GOF = 0.694) were evaluated strongly. The methodology of data theory is a method for generating theory, not testing it. Therefore, to determine the validity of the theories and the relationship between the constructs and each construct with the related categories, model fitting with variance-based structural equation analysis was used in SmartPLS software. Because the research model has not yet reached maturity. In order to compare different views about the theories and models of continuous development in sports businesses, a survey was conducted from the statistical community engaged in this field in the country (entrepreneurs, owners of sports businesses, and graduate students of sports management). It means comparing the "existing situation" with the conditions and contexts extracted from the results of qualitative research, which is the "desired situation". Of course, testing this model does not mean validating the model. Rather, the degree of correctness of the researcher's research from library studies and interviews with experts, as well as the researcher's innovation and creativity in coding and establishing relationships between them, were exposed to the judgments of others. Of course, due to the large number of items (open codes), a survey of the concepts of 6 research constructs was conducted with the Strauss and Corbin approach.
Conclusion: According to the results of the existence of a significant relationship between the three categories related to the structure of the central and main phenomenon, it can be said: that the factors: managerial, structural, and economic related to the development of continuity in Iran's sports business, each of them contains general and deep concepts in the central phenomenon of the research. . The optimal state of these three categories requires two-way communication between consumers and customers and producers and managers of sports service and product providers in the country. In order to provide better and more favorable products and services, the sports industry can manage and provide innovative services with attractive features in various sports disciplines in various sectors, including production methods, packaging and storage, marketing, marketing, distribution, and customer-oriented systems, causing national and international development of services. Themselves and more satisfaction of consumers and the responsibility of their employees in the continuity of their business. The existence of a significant relationship between the category related to the structure of causal conditions in the continuation of sports business and sustainable development in today's competitive environment and the provision of innovative and customer-oriented services is better by optimizing the aforementioned categories in the creation and development of sports business in the country in order to gain a competitive advantage in the market and population. This is more evident in sports businesses of the country due to the common and international language of sports in human societies. Because there will be many political, economic and socio-cultural consequences for the country. Managers and policymakers of the country's sports industry can benefit from the consequences of the development of the sports business continuity model by implementing the antecedents of the research model and implementing its strategies.
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Type of Study: Research | Subject: Clinical Psychiatry

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