Marketing Concept in Elite Team Sports Clubs in Serbia: Impact of Leadership Styles, Organizational Learning Culture, and Climate for Innovation

IF 1.3 Q3 SPORT SCIENCES
R. Matic
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引用次数: 0

Abstract

This research tested the interactions among organizational learning culture, leadership styles, climate for innovation, and marketing concept of sports clubs in team sports. The study included elite sport managers (N=118), from four team sports (football, basketball, handball, and volleyball), who participated in the highest rank of national competition in Serbia. The organizational learning culture was measured with attitudes of respondents about the organizational learning culture at individual, team or group level, and organization as dichotomous variables, while leadership styles used the MLQ self-assessment questionnaire. The climate for innovation scale was measured with scales for assessing organizational support for creativity, maladaptation, support for innovation, and resource supply. The presence/absence of components of the different marketing mix aspects was measured as a four-dimensional variable for evaluation marketing concept. The results supported the mediation and path models. Direct effect to variable marketing concept is noticed only in the organizational learning culture, while climate for innovations and leadership style did not have a direct effect on the marketing concept. Indirect effects revealed that the status of the sports branch, the market position of each club in its sport competitive results, and the education background of managers' impact marketing concept in team sports in Serbia. The theoretical and practical contributions of obtaining results are discussed.
塞尔维亚精英团队体育俱乐部的营销观念:领导风格、组织学习文化和创新氛围的影响
本研究考察了团体运动中组织学习文化、领导风格、创新氛围与体育俱乐部营销理念的交互作用。该研究包括来自四个团队项目(足球、篮球、手球和排球)的精英体育经理(N=118),他们参加了塞尔维亚最高级别的国家比赛。组织学习文化以被调查者对个人、团队或团体层面的组织学习文化态度和组织作为二分类变量来衡量,而领导风格则采用MLQ自评问卷来衡量。创新气候量表采用组织对创新支持、适应不良、创新支持和资源供应的评估量表进行测量。不同营销组合方面的组成部分的存在/缺失作为评估营销概念的四维变量进行测量。结果支持中介模型和路径模型。只有组织学习文化对可变营销理念有直接影响,而创新氛围和领导风格对营销理念没有直接影响。间接影响表现为体育分支机构的地位、各俱乐部在其体育竞技成绩中的市场地位、管理者在塞尔维亚团队体育中影响营销理念的教育背景。讨论了所得结果的理论和实际贡献。
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来源期刊
CiteScore
2.80
自引率
0.00%
发文量
14
审稿时长
9 weeks
期刊介绍: MJSSM covers all aspects of sports science and medicine; all clinical aspects of exercise, health, and sport; exercise physiology and biophysical investigation of sports performance; sport biomechanics; sports nutrition; rehabilitation, physiotherapy; sports psychology; sport pedagogy, sport history, sport philosophy, sport sociology, sport management; and all aspects of scientific support of the sports coaches from the natural, social and humanistic side.
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