Document Type : Research Paper
Authors
1 Department of Sport science, Faculty of Literature and Humanities, vali- e-Asr University, Rafsanjan, Iran
2 Master's student in sports marketing management, Faculty of Literature and Humanities, vali- e-Asr University, Rafsanjan, Iran,
Abstract
The purpose of this study was to investigate the effect of innovation culture on marketing performance with the Mediating role of strategic orientation in sports organizations of Kerman province. The research method is correlation-survey and is a type of applied research that was carried out in field form. The statistical population of the study consists of all employees and managers of sports organizations of Kerman Province. According to Morgan's table, 142 people were selected as the sample of the study. To collect data, a questionnaire innovation culture (2010), strategic orientation (2012) and marketing performance questionnaire (1399). Using Cronbach's alpha coefficient, the reliability of the innovation culture 0.90, strategic orientation 0.86 and the marketing performance was 0.88. To analyze the data of this study, One - sample Test and structural equation model were used. The results of the study shows that there is a positive significant correlation innovation culture of the employees and their marketing performance; and this innovation culture through strategic orientation has positive effect on the appearance and enhancement of the marketing behaviors in the employees and managers. In general, innovation culture must be considered as one of the predisposing factors for marketing performance.
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