Strategie per lo sviluppo del marchio della Premier League iraniana sulla base della Balanced Scorecard (BSC)
Abstract
Scopo: un marchio è una delle risorse immateriali più preziose di qualsiasi organizzazione e l'analisi strategica dei fattori che influenzano lo sviluppo del marchio in qualsiasi organizzazione, inclusa la Premier League iraniana, è assolutamente vitale. Il presente studio tenta di analizzare i fattori di sviluppo del marchio della Premier League iraniana integrando un approccio Balanced Scorecard (BSC). Design/metodologia/approccio: lo studio è stato condotto in due sezioni, comprese le sezioni qualitative e quantitative. La popolazione statistica era composta da professori di gestione sportiva con esperienza di marketing specializzata, esperti di calcio, nonché dirigenti di club e campionati di calcio. I campioni per lo studio nelle sezioni qualitativa e quantitativa comprendevano rispettivamente 18 e 85 soggetti, che sono stati selezionati attraverso un campionamento giudicale non probabilistico (parere di esperti). Risultati: i risultati hanno mostrato che, nella sezione qualitativa, sono stati identificati 157 elementi che influenzano lo sviluppo del marchio della lega e quindi classificati nella codifica assiale in 35 concetti e dieci gruppi nella fase di codifica selettiva. Nella sezione quantitativa, la priorità di ciascuna delle dimensioni e delle strategie BSC che influenzano lo sviluppo del marchio è stata determinata mediante un metodo di confronto a coppie utilizzando la tecnica AHP. Tra le dimensioni della Balanced Scorecard, i processi interni sono stati prioritari. Originalità/Valore: l'applicazione di questo modello può familiarizzare i manager con le strategie per migliorare e sviluppare il marchio della Premier League iraniana e consentire l'integrazione della valutazione delle prestazioni del marchio della Premier League iraniana.
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