Designing the competitive advantage model to Iranian football clubs based on teams’ reputation
ABSTRACT: The objective of the present study was to design a competitive advantage model for Iranian football clubs based on teams’ reputation. In order to explore the components of the model, two rounds of Fuzzy Delphi staged by a half-open researcher-made questionnaire. The results of data analysi...
| Autores: | , , , |
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| Formato: | artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Recursos: | Universidad de Murcia |
| Repositorio: | DIGITUM. Depósito Digital Institucional de la Universidad de Murcia |
| OAI Identifier: | oai:digitum.um.es:10201/67780 |
| Acesso em linha: | https://doi.org/10.6018/sportk.362171 http://hdl.handle.net/10201/67780 |
| Access Level: | acceso abierto |
| Palavra-chave: | Team reputation Competitive advantage Reputación del equipo Ventaja competitiva CDU::7 Bellas artes::79 - Diversiones. Espectáculos. Cine. Teatro. Danza. Juegos.Deportes |
| Resumo: | ABSTRACT: The objective of the present study was to design a competitive advantage model for Iranian football clubs based on teams’ reputation. In order to explore the components of the model, two rounds of Fuzzy Delphi staged by a half-open researcher-made questionnaire. The results of data analysis of two Fuzzy Delphi rounds indicated that, in the experts’ views, the most important components of club reputation were public relations (media and social relations), identity and brand image of the club, perfor- mance, tradition, social responsibility, fan orientation, quality of manage- ment and financial health of the team or football club. Furthermore, the most important competitive advantage based on team reputation in terms of experts includes the components of efficiency, responsiveness, innovation, quality and loyalty of fans. The model also demonstrated that the club re- putation will lead to a competitive advantage through the fans’ satisfaction. |
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