Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

A qualitative exploration of the components of marketing mix intelligence for the development of non-traditional sports

Document Type : Original Article

Authors
Nazila Sicheh li 1
Hakimeh Niki Esfahlan 2
Hossein Gharehbiglo 3
1 Student.,Department of Management, AJAB SHIR Branch, Islamic Azad Univercity, Tabriz, Iran
2 Assistant Prof.,Department of Management, ARAS Branch, Islamic Azad Univercity, Hadishahr, Iran
3 Assistant Prof.,Department of Management, AJAB SHIR Branch, Islamic Azad Univercity, Tabriz, Iran
bumara.3.2.11235564.3588787908850
Abstract
This study aims to conceptualize and design a theoretical model of the marketing mix to enhance the position of non-mainstream sports, employing a qualitative, grounded theory approach. To gain an in-depth understanding of the dynamics of marketing in this domain, semi-structured interviews were conducted with academic experts and mid-level managers in the field of sports marketing. The collected data were analyzed through thematic analysis and a three-phase coding process (open, axial, and selective), leading to the extraction of ten core conceptual categories. These include localized strategies in sports marketing, the structured role of digital media, capacity-building for cross-border actions, promotional storytelling, institutional and cultural barriers, segmented patterns of target market analysis, educational capacities in the marketing space, infrastructural weaknesses, and finally, value-based and perceptual challenges regarding the public acceptance of niche sports.
The theory-building process resulted in a preliminary model illustrating how the interaction among contextual, intervening, and strategic components, within a causal framework, can shape potential marketing pathways. The findings indicate that marketing for non-mainstream sports requires a perspective that transcends classical tools and instead calls for an analytical understanding of belief systems, values, and new media capacities. According to participants, institutional fragmentation, weak content production, and a lack of cultural narrative are among the primary barriers to expanding these sports.
Emphasizing a critical reevaluation of conventional sports marketing systems, this study recommends that any developmental intervention in this field should be grounded in deep socio-cultural insight, the design of intelligent communication models, and the activation of multi-level stakeholders. This research offers a foundational map for a tailored marketing mix model suited to the specificities of non-mainstream sports and paves the way for future studies within a localized, qualitative paradigm.
Keywords
Cultural barriers in marketing
digital sports media
non-mainstream sports
promotional storytelling

Subjects

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Journal of Intelligent Strategic Management
Volume 4, Issue 1 - Serial Number 9
Winter 2025
Pages 257-272