Document Type : Original Article
Authors
1 Doctoral student in sports management
2 physical education and sport sciences, Sanandaj branch, Islamic Azad University, Sanandaj, Iran.
3 department of physical education and sport science/faculty of humanistic/ sanandaj branch/Islamic Azad university/sanandaj/Iran.
4 sport science research institute
Abstract
The aim of this research was to conduct future scenario planning for organizational and corporate brands in the Iranian sports industry. The present study employed an inductive approach, a fundamental orientation, a mixed method (qualitative-content analysis and quantitative-descriptive analysis) approach, a futures studies strategic perspective, and a complexity paradigm perspective. The participants in this research consisted of university professors and sports brand practitioners. The selection of these individuals was purposeful, and 25 experts were chosen based on their expertise criteria. Data collection in this study was done using interviews and questionnaires. The scenario planning model by Schwartz, which is based on eight stages, was utilized for data collection. To ensure the validity of the qualitative study, the recommended criteria of Guba and Lincoln (1989), including credibility, dependability, transferability, and conformability, was employed. Additionally, for the validation of the quantitative section, formal and content validity were confirmed by eight university professors, and its reliability was confirmed through the test-retest method using Pearson's correlation coefficient (r = 0.823). In the qualitative part of the research, open coding and focused coding were used for data analysis. Furthermore, the method of interaction effect analysis and balance effect analysis was employed, and these analyses were conducted using the software programs MicMac and ScenarioWizard. The findings of this study revealed that in the future of sports brands in the Iranian sports industry, there are 26 sub-themes and 2 main themes (environmental drivers and internal drivers) involved. Electronic brands, digital technology,
Keywords
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