Volume 2, Issue 5 (2021)                   jsmas 2021, 2(5): 1-30 | Back to browse issues page

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Hatami H, faraji S, Ganjinehbaf F. Impact of strategic uncertainty on strategic business performance through marketing mixes in selected companies producing sports equipment. jsmas 2021; 2 (5) :1-30
URL: http://jsmas.modares.ac.ir/article-9-47556-en.html
Impact of strategic uncertainty on strategic business performance through marketing mixes in selected companies producing sports equipment
Hojat Hatami 1, Shakiba Faraji2 , Fatemeh Ganjinehbaf3
1- Assistant Professor, Young and Elite Researchers Club, Buin Zahra Branch, Islamic Azad University, Buin Zahra, Iran , Hojat.hatami.93@gmail.com
2- BS in Physical Education and Sports Science, Islamic Azad University, Buin Zahra Branch -
3- BSc in Physical Education and Sports Science Management, Islamic Azad University, Buin Zahra Branch
Abstract:   (1943 Views)
The purpose of this study was to investigate the effect of strategic uncertainty on the business strategy through price, product, promotion, and location compatibility In Selected companies producing sports equipment. The research method is applied in terms of purpose and collecting data, a descriptive survey based on structural equation modeling. The statistical population of the present study was selected productive sport facilities companies' staff. The data collection tool was a standard questionnaire. To assess the validity of the questionnaire, divergent validity tests and convergent validity was used in Smart Pls software. Also, Cronbach's alpha test was used to determine the reliability of the questionnaire; The research findings indicate that strategic uncertainty has a significant effect on the business strategy through price, product, promotion, and location adjustment (P-value = 0.05). Therefore, companies producing sports equipment can develop their business by using strategic uncertainty of techniques such as price adjustment, product adjustment, promotion adjustment, and location adjustment.
Keywords: Strategic uncertainty, Strategic performance, Business, Marketing mix, Sports equipment
Full-Text [PDF 439 kb]   (891 Downloads)    
Article Type: Original Research | Subject: Arts and Humanities (General)
Received: 2020/11/10 | Accepted: 2021/04/18 | Published: 2021/05/31
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