Implementing the blue ocean strategy in Iran's gymnastics clubs and designing a model

Document Type : Original Article

Authors

1 Mohammad Khalili Khederabadi, Department of Physical Education, International Campus of Urmia University, Iran

2 Faculty of Sport Sciences, Department of Motor Behavior and Sport Events Management, Urmia University, Iran

3 Professor of sport Management,University of Mohaghegh Ardabili. Ardabil, Iran

10.22098/rsmm.2024.13815.1281

Abstract

Purpose: Considering the competitive atmosphere in the country's sports industry, in the current research, an attempt has been made to design a model for the implementation of the Blue Ocean strategy in Iran's gymnastics clubs.

Methods: In this research, a qualitative approach has been used based on the Grounded theory. The data collection tool was interviews with 10 elites who were selected based on purposeful sampling and snowball method. To form the theory, three stages of open, axial and selective coding were used. Using blue ocean strategy implementation tools such as strategy canvas, four action framework, etc., an action was taken to present the blue ocean strategy implementation model in gymnastics clubs.

Results: 179 The final concept was designed in the form of the Grounded theory conceptual model. a 5-step model for implementing the blue ocean strategy in gymnastics clubs was presented, and this model was combined with the conceptual model of the data theory of the foundation and the final model was obtained.

Conclusion: Causal conditions are the basis of the process of implementing the blue ocean strategy in gymnastics clubs. The background conditions are effective in providing preparations for the implementation of the strategy. Intervention conditions are important in identifying the optimal condition of the club. In order to identify the right path of moving towards the blue ocean, the strategies of creation, increase, decrease and elimination were used and finally the implementation of the strategy resulted in the results of the research.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 10 June 2024

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