Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach

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BAHMANI F.; EHSANI M.; Koozeh Chian H.; AMIRI M.

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Journal: SPORT MANAGEMENT REVIEW Year:2020 | Volume:12 | Issue:59 Page(s): 17-36

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Information Journal Paper

Title

Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach

Author(s)

BAHMANI F. | EHSANI M. | Koozeh Chian H. | AMIRI M. | Issue Writer Certificate

Keywords

MarketingQ2

Professional LeaguesQ1

Sustainable Competitive AdvantagesQ1

Women's SportsQ1

Abstract

The goal of this research was designing the Marketing model for women's Professional Leagues with a sustainable competitive advantage approach. The method of research is qualitative and based on grounded theory. Theoretical sampling and Semi-structured interviews with experts (18 people) were used in order to collect information. To this end, the Premier League was studied in five sports (handball, volleyball, basketball, futsal and soccer). Data analysis was done using grounded theory in tree step: open, axial and selective coding. Based on the results of data analysis, the Marketing model for women's Professional Leagues with a sustainable competitive advantage approach was designed with four levels. The fourth level includes resources, capabilities, demographic characteristics and segmentation, environment, environmental uncertainty. While human resource management, Marketing mix, comprehensive quality management, competitive strategies, and Marketing innovation as factors of third level interconnect with each other, they lead to sustainable competitive advantage. The second level consists of the sustainable competitive advantage factor that leads to the Marketing performance, or level one. Therefore, having in mind both the detected factors in women sport Marketing model and the fact that almost half of the country’ s population is made of women, long term benefits can be achieved by investing in this major part of the society that has always been neglected as a potential source of making profits.

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APA: Copy

BAHMANI, F., EHSANI, M., Koozeh Chian, H., & AMIRI, M.. (2020). Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach. SPORT MANAGEMENT REVIEW, 12(59 ), 17-36. SID. https://sid.ir/paper/374404/en

Vancouver: Copy

BAHMANI F., EHSANI M., Koozeh Chian H., AMIRI M.. Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach. SPORT MANAGEMENT REVIEW[Internet]. 2020;12(59 ):17-36. Available from: https://sid.ir/paper/374404/en

IEEE: Copy

F. BAHMANI, M. EHSANI, H. Koozeh Chian, and M. AMIRI, “Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach,” SPORT MANAGEMENT REVIEW, vol. 12, no. 59 , pp. 17–36, 2020, [Online]. Available: https://sid.ir/paper/374404/en

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