Business management of the sport industry by considering the digitalization
DOI:
https://doi.org/10.14198/jhse.2021.16.Proc4.07Keywords:
Business management, Sport industry, Digitalization, E-marketing, Managerial challenges, Socio-cultural challenges, Technical challengesAbstract
Background: In the present era where the concepts of communication, competition, customer orientation, business are inextricably linked, e-marketing as an element of existing business, plays a pivotal role in maintaining and surviving businesses by attracting and retaining customers, identifying and introducing products. Objectives: The purpose of this study is to investigate the challenges and opportunities of digital marketing in the sports industry and to provide a solution for the development of e-commerce in the sports industry. Participants and Methodology: Because marketing is an intermediary between the producer (supplier) and the consumer and plays a key role in the prosperity of business goals of commercial enterprises, the prosperity of sales (product or service), will expand production and increase revenue levels Results: This article tries to examine the effect of e-marketing on the sale of sports products. The results showed that technical challenges do not hinder the implementation of e-commerce in the country's sports industry, but managerial challenges as well as socio-cultural challenges to some extent, hinder the implementation of e-commerce in the country's sports industry. The ranking of the three challenges were: Managerial, Socio-cultural, and Technical challenges, respectively. Conclusion: Economic, commercial and social institutions will support new media as a means to expand their sphere of influence and attract audiences and customers of their goods, products, services, ideas and beliefs. Therefore, e-marketing in the form of a set of marketing activities through the World Wide Web is considered as the most extensive and influential communication network and currently many individuals and companies.
Downloads
References
Baena, V. (2016). Online and mobile marketing strategies as drivers of brand love in sports teams: Findings from Real Madrid. International Journal of Sports Marketing and Sponsorship, 17(3), pp: 202-218. https://doi.org/10.1108/IJSMS-08-2016-015
Berlak, J., Hafner, S., & Kuppelwieser, V. G. (2020). Digitalization's impacts on productivity: a model-based approach and evaluation in Germany's building construction industry. Production Planning & Control, 1-11. https://doi.org/10.1080/09537287.2020.1740815
Budovich L.S. (2021) Features of modern marketing in innovation for socio-economic development. International Journal of Criminology and Sociology. Volume 10, Pages 1-6.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424. https://doi.org/10.1287/mnsc.49.10.1407.17308
Kompalla, A., Geldmacher, W., Just, V., & Lange, S. (2017). Tailored automotive business strategies in the context of digitalization and service-oriented models. Calitatea, 18(156), 77.
Lopez, C., Pizzo, A. D., Gupta, K., Kennedy, H., & Funk, D. C. (2021). Corporate growth strategies in an era of digitalization: A network analysis of the national basketball association's 2K league sponsors. Journal of Business Research, 133, 208-217. https://doi.org/10.1016/j.jbusres.2021.04.068
Milićević, V., Ilić, B., & Sofronijević, A. (2013). Business aspects of creative industries from a global perspective. Management, 66, 5-14. https://doi.org/10.7595/management.fon.2013.0003
Sigov A.S., Minaeva O.A., Anevsky S.I., Lebedev A.M., Minaev R.V. (2021) Metrological studies of the characteristics of multilayer surface coatings using synchrotron radiation. Russian Technological Journal. 9(1):38-47. (In Russ.) https://doi.org/10.32362/2500-316X-2021-9-1-38-47
Ströbel, T., Stieler, M., & Stegmann, P. (2021). Guest editorial. Digital transformation in sport: the disruptive potential of digitalization for sport management research. Sport, Business and Management: An International Journal, 11(1), 1-9. https://doi.org/10.1108/SBM-03-2021-124
Zhou, C. (2015). Impact of electronic commerce on the sporting goods market. The Open Cybernetics & Systemic Journal, 9, pp: 2135-2140. https://doi.org/10.2174/1874110X01509012135
Downloads
Statistics
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Journal of Human Sport and Exercise
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Each author warrants that his or her submission to the Work is original and that he or she has full power to enter into this agreement. Neither this Work nor a similar work has been published elsewhere in any language nor shall be submitted for publication elsewhere while under consideration by JHSE. Each author also accepts that the JHSE will not be held legally responsible for any claims of compensation.
Authors wishing to include figures or text passages that have already been published elsewhere are required to obtain permission from the copyright holder(s) and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors.
Please include at the end of the acknowledgements a declaration that the experiments comply with the current laws of the country in which they were performed. The editors reserve the right to reject manuscripts that do not comply with the abovementioned requirements. The author(s) will be held responsible for false statements or failure to fulfill the above-mentioned requirements.
This title is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license (CC BY-NC-ND 4.0).
You are free to share, copy and redistribute the material in any medium or format. The licensor cannot revoke these freedoms as long as you follow the license terms under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
NonCommercial — You may not use the material for commercial purposes.
NoDerivatives — If you remix, transform, or build upon the material, you may not distribute the modified material.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
Transfer of Copyright
In consideration of JHSE’s publication of the Work, the authors hereby transfer, assign, and otherwise convey all copyright ownership worldwide, in all languages, and in all forms of media now or hereafter known, including electronic media such as CD-ROM, Internet, and Intranet, to JHSE. If JHSE should decide for any reason not to publish an author’s submission to the Work, JHSE shall give prompt notice of its decision to the corresponding author, this agreement shall terminate, and neither the author nor JHSE shall be under any further liability or obligation.
Each author certifies that he or she has no commercial associations (e.g., consultancies, stock ownership, equity interest, patent/licensing arrangements, etc.) that might pose a conflict of interest in connection with the submitted article, except as disclosed on a separate attachment. All funding sources supporting the Work and all institutional or corporate affiliations of the authors are acknowledged in a footnote in the Work.
Each author certifies that his or her institution has approved the protocol for any investigation involving humans or animals and that all experimentation was conducted in conformity with ethical and humane principles of research.
Competing Interests
Biomedical journals typically require authors and reviewers to declare if they have any competing interests with regard to their research.
JHSE require authors to agree to Copyright Notice as part of the submission process.
