Designing a Model of Blue Ocean Strategy in Sports Startups

Document Type : Original research papers

Authors

1 PhD student in Sports Management, Department of Sports Management, Shomal University, Amol, Iran

2 Professor of sport management, Department of Sports Management, Mazandaran University, Babolsar, Iran.

3 Assistant professor, Iran University of Art, Tehran, Iran.

Abstract

Several approaches can be used to determine strategies for dealing with market competition in a startup, one of which is the blue ocean strategy approach. The aim of this research was to develop a blue ocean strategy model for sports startups. A qualitative research method (Grounded Theory) was used. The research involved faculty members of entrepreneurship management and sports science faculties, employment and entrepreneurship working group lecturers, university growth and entrepreneurship center managers, science and technology park managers, entrepreneurs and owners of selected sports startups. Thirteen interviews were conducted using the purposeful sampling method, and theoretical saturation was reached for the codes. The data collection tool used was in-depth and semi-structured interviews, and data analysis was carried out simultaneously during three stages of coding (open, central, and selective). From the total interviews conducted with the samples under investigation, 192 open codes were obtained in the form of 32 core codes and 6 selective codes, which included core categories (2 core codes and 8 open codes), causal factors (6 core codes and 34 open codes), contextual (7 central codes and 49 open codes), interventionist (6 central codes and 33 open codes), strategies (8 central codes and 55 open codes), and consequences (3 central codes and 13 codes). According to the results, sports startups can achieve increased profitability, market leadership, and improved business performance by creating new values for customers, adopting market orientation, reducing unnecessary costs, implementing management strategies, and institutionalizing innovation through the blue ocean strategy.

Keywords

Main Subjects

References

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  • Receive Date: 06 July 2024
  • Accept Date: 31 December 2024

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