پارادایم جهانی شدن برند لیگ برتر فوتبال ایران

هدف: هدف اصلی این پژوهش، طراحی مدل پارادایمی جهانی‌شدن برند لیگ برتر فوتبال ایران بود. روش‌شناسی: برای دستیابی به هدف تعیین شده مطالعه کیفی با استفاده از انجام مصاحبه‌های عمیق با نخبگان این موضوع مورد استفاده قرار گرفت. انجام مصاحبه‌ها به صورت هدفمند و به شیوه گلوله برفی ادامه یافت و در نهایت 20 نفر (18 نفر ایرانی و 2 نفر خارجی) مورد مصاحبه قرار گرفتند. سرانجام، داده‌های حاصل از مصاحبه‌ها به روش داده بنیاد و از طریق سه مرحله کدگذاری باز، محوری و انتخابی مورد تجزیه و تحلیل قرار گرفت. نتایج: در مرحله کدگذاری باز نتایج حاصل از نشان‌های شناسایی شده و با تحلیل بیشتر یافته‌های حاصل از کدگذاری باز در 6 مقوله اصلی در پارادایم کدگذاری محوری جایگزین شدند. این مقوله‌ها شامل: شرایط علّی، شرایط زمینه‌ای، شرایط مداخله‌گر، پدیده محوری، راهبردها و پیامدها بودند. نتیجه‌گیری: بر اساس یافته‌های پژوهش، ضروری است مدیران و دست‌اندرکاران فوتبال کشور با همسوئی نگرشی رفتاری، بسترسازی لازم جهت حرکت در مسیر جهانی‌شدن را فراهم آورند.

The Paradigm of globalization of the Iranian Football Premier League brand

Objective: The primary purpose of this research was to design a paradigmatic model of globalization of the Iranian Football Premier League Brand. Methodology: In order to achieve the proposed goal and regarding the specialization of the research topic, a qualitative study was used using indepth interviews with the elites of this topic. The interviews continued purposefully in the form of snowballs, and finally, 20 individuals (18 Iranians and 2 foreigners) were interviewed. Finally, the data from the interviews were analyzed using the Grounded theory with the aid of three stages of open, axial and selective coding paradigms. Results: Reviewing and analyzing the data from the interviews, according to the causal conditions affecting the globalization of the Iranian Football Premier League Brand characterized 85 codes, which were placed in 47 general concepts in terms of their closeness to the subject. Then, by further examining the concepts obtained and combining them as well as finding preliminary relationships among the concepts in causal conditions, 21 final categories affecting the globalization of the country’s Football Premier League brand were identified, which were classified into five major dimensions.Analyzing the interviews according to the contextual conditions, 110 distinctions, 60 general concepts and 27 final categories affecting the globalization of the country’s Premier Football League brand were distinguished, respectively, which were classified into 5 major dimensions. In the following, the findings of the intervening conditions in this study were classified into 5 main dimensions and 29 categories. Also, the identified strategies are presented in 5 areas so that they cover the internal and external challenges of globalization of the country’s Premier Football League brand. Finally, the identified outcomes of the strategies included: political, economic, legal, structural and sociocultural development. Conclusion: Based on the research finding regarding the positive outcomes for the globalization of the Iranian Football Premier League brand, it is necessary for managers and authorities of the country’s football to provide a required opportunity to move on the path of globalization.