Oral / Poster Presentation File
1Assistant Professor of Sports Management, Islamic Azad University, Birjand Branch
2Master student of sports management, Islamic Azad University, Birjand branch
The purpose of this study was to the role of entrepreneurial marketing on innovative performance in sports businesses in South Khorasan province.
Methodology:
The research method is descriptive-correlational and has been done in the field. The statistical population of the study consists of sports entrepreneurs in South Khorasan province with 280 entrepreneurs. The statistical sample was selected as a statistical sample according to Morgan table with 160 people. In the data collection tool section, according to the purpose of the research, to collect information from the standard questionnaires of entrepreneurial marketing of Morris et al. (2002) with 22 items and the innovative performance questionnaire of Jimenez and Vale (2011) with 9 items on a 5-point Likert scale (including 1: Very little and 5: too much) were used. To ensure the validity of the questionnaires, after compiling them, the opinions and guidance of 15 experts in sports management science were used and their opinions were included in the final questionnaire. The reliability of the questionnaires was obtained using Cronbach's alpha coefficient for entrepreneurial marketing (0.80) and innovative performance (0.79). Then, descriptive statistics (mean, standard deviation and tables) and inferential statistics (Pearson correlation coefficient, simple regression) were used to analyze the data using SPSS software version 24.
Results:
The results showed that there is a direct and significant relationship between entrepreneurial marketing and innovative performance in sports businesses in South Khorasan province (r = 0.51, α = 0.05). The results of simple linear regression test also showed that the predictor variable could explain 24% of the variance changes in innovative performance.
Conclusion:
Therefore, it is suggested to use entrepreneurial marketing strategies in business to create innovation in sports businesses, and managers and owners of sports clubs should try to further develop marketing knowledge.
