Financial Performance Model of Sports Product Manufacturers Based on Entrepreneurial Marketing and Market Orientation with the Mediating Role of Information Technology

Document Type : Original Article


1 Assistant professor, Sport Management department, Payame Noor University, Iran.

2 Assistant Professor of sport management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Ferdowsi University of Mashhad , Mashhad, Iran

3 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran.

4 Ph.D of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Allameh Tabataba'i, Tehran, Iran


Today, the sports industry is known through modern technology, especially in the field of manufacturing sports tools and equipment. The present study uses correlation and applied methodology, which was done in the field using Structural Equations Modeling (SEM). The statistical population included producers of sports products, of which 320 producers from Iran were considered through available sampling. Morris (2002) Standard Entrepreneurial Marketing Questionnaire, Moghimi Market Orientation (2011), Noh and Fitzsimmons Information Technology (1999), and Azizi (2011) Financial Performance Questionnaire were used to collect data. Finally, 292 questionnaires were received physically and electronically. The results showed that entrepreneurial marketing and market orientation had a direct and indirect effect (mediated by technology) on financial performance and they significantly affected the financial performance. Finally, the model had the goodness of fit. In general, manufacturers who adopted a combination of entrepreneurial marketing strategy and information technology had better and more rational financial performance by taking advantage of attractive entrepreneurial opportunities. According to the research results, it is suggested that manufacturers provide the consumers with superior value by paying attention to the market orientation and innovation, to enable the company to achieve a competitive advantage.


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