Authors : Farhad Kouhi, Seyed Hasan Seyed Ameri and Seyed Mohamad Kashef
Abstract: The purpose of this study was to investigate the impact of management, environment and strategic factors on sports marketing performance of Islamic Republic of Iran Volleyball Super League. The method was descriptive-monitoring survey. The statistical population of the research include the headquarters of the Sport and Young People Organization up to the category of administrators, volleyball federation authorities up to category of the managers of units, league officials, managing directors, administrators, head coaches, club coaches in the superleague of volleyball, the board of managers, masters and specialists and sports management teachers of universities across the country that number of these were 126 individuals. This means that the questionnaire was sent to all members of the population. The 129 usable questionnaires were used for statistical analysis. To analyze the data, binomial test and Spearman correlation analysis were used. In all analyzes, the significance level were considered p<0.05. Results showed that marketing performance in all three aspects of efficiency, effectiveness and adaptability were undesirable. Also according the management factor in the desirable status indicators and controls in current situation, planning had the highest relative than other subset of the management. Other findings showed that the strategic factors such as differentiation, cost leadership and focus did not have a significant impact on the sport marketing performance of Islamic Republic of Iran volleyball super league.
Farhad Kouhi, Seyed Hasan Seyed Ameri and Seyed Mohamad Kashef, 2016. Investigating the Impact of Management, Environment and Strategic Factors on Sports Marketing Performance of Islamic Republic of Iran Volleyball Super League. The Social Sciences, 11: 2129-2132.