قابلیت

Rapid changes in technology and environmental conditions today have forced sports firms to adapt to new market conditions and achieve higher performance using their capabilities and resources. Accordingly, the purpose of this study is to investigate the impact of marketing, innovation and learning capabilities on the performance of small and medium sizes sports enterprises. The statistical population of the study consists of active entrepreneurs in related fields of the sports industry (production and service) that 169 persons were selected and tested by Cochran formula and randomly. In this study, questionnaires have been used to collect the data. The analysis of the survey model has been done using Lisrel software. The results show that each of the marketing, innovation and learning capabilities has a direct and significant impact on the performance of sports enterprises. Therefore, marketing, innovation, and learning capabilities can be identified as essential factors in the competitive advantage and performance of sports enterprises.