Revista Brasileira de Futsal e Futebol (Nov 2021)
Strategies for the Development of Iranian Premier League Brand Based on the Balanced Scorecard (BSC)
Abstract
Purpose: A brand is one of the most valuable intangible assets of any organization and strategic analysis of factors affecting brand development in any organization, including the Iranian Premier League, is absolutely vital. The present study attempts to analyze the factors of developing the Iranian Premier League brand by integrating a balanced scorecard (BSC) approach. Design/ methodology/ approach: The study was conducted in two sections, including the qualitative and quantitative sections. The statistical population consisted of sports management faculty with specialized marketing expertise, football experts as well as executives of the league and football clubs. The samples for the study in the qualitative and the quantitative section included 18 and 85 individuals, respectively, which were selected through non-probability judgment sampling (experts’ opinion). Findings: The results showed that in the qualitative section, 157 elements were identified as influencing league brand development and then categorized in axial coding in 35 concepts and ten groups in the selective coding stage. In the quantitative section, the priority of each of the BSC dimensions and strategies influencing brand development was determined by a paired comparison method using the AHP technique. Among the dimensions of the balanced scorecard, internal processes were at priority. Originality/value: Applying this model can familiarize managers with the strategies of enhancing and developing the Iranian Premier League brand and enabling the integration of performance evaluation of the Iranian Premier League brand.
