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:: Volume 5, Issue 19 (Winter 2018) ::
3 2018, 5(19): 37-51 Back to browse issues page
Identifying the Ways to Successful Imitation Strategy in Sport Entrepreneurship Companies (Case Study: Tanin Peik Sabalan Company, BETA Brand)
Hasan Gholami Ghajari 1, Masoumeh Kalateh Seifari 2, Meisam Shirkhodaei 3
1- M.Sc. in Marketing Management in Sport, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran
2- Assistant Professor, Department of Sport Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Iran , Mkalateh@umz.ac.ir
3- Associate Professor, Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran
Abstract:   (361 Views)
The aim of this study was to identify the ways to successful imitation strategy in sport entrepreneurship companies which was conducted in two steps. Firstly, the ways were identified by Delphi technique and then a model was developed by interpretive structural modeling. So, 6 experts were selected from sport management professors by purposive sampling method and the Delphi rounds continued until a theoretical agreement was reached. In the second step, 15 experts from the Beta brand sales agents were selected by purposive sampling method and paired comparison questionnaire were distributed among them to develop the model. Data were analyzed by SPSS22 software in the first step and the calculations of the second step were conducted with the MATLAB2014 software. Delphi method identified ‘imitating the leading brand name’, ‘imitating the leading brand appearance’, ‘imitating the leading brand identity’, ‘imitating the leading brand image’, ‘promoting the perceived value of the imitation brand’, ‘promoting national production support’, ‘imitation brand store’ and ‘the success of the imitation strategy’ as the ways and interpretive structural modeling developed a model in 4 levels for identified ways. Based on the results, the imitation strategy can promote the image and perceived value of imitation and provide the success of sport entrepreneurs in the market by creating an identity similar to leading brands.
Keywords: Beta brand, imitating the leading brand, imitation strategy, sport entrepreneurship companies, success in market
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Type of Study: Research | Subject: Special
References
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Gholami Ghajari H, Kalateh Seifari M, Shirkhodaei M. Identifying the Ways to Successful Imitation Strategy in Sport Entrepreneurship Companies (Case Study: Tanin Peik Sabalan Company, BETA Brand). 3. 2018; 5 (19) :37-51
URL: http://ntsmj.issma.ir/article-1-1024-en.html


Volume 5, Issue 19 (Winter 2018) Back to browse issues page
رویکردهایی نوین در مدیریت ورزشی New Trends in Sport Management
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