Developing Sustainable Entrepreneurship Model in Sport Based on the Grounded Theory

The study of those factors facilitating sustainable entrepreneurship in sport according to cultural and ethnic values is important. The aim of this study was to develop sustainable entrepreneurship model based on Strauss and Corbin’s (1989) systematic model. Research method was analytical so qualitative methodology was used. Research strategy was Grounded Theory (GT). Participants included 24 subjects (sport management professors, entrepreneurship management professors and sport entrepreneurs). Sampling strategy was to select typical and acute cases. Content analysis of interviews and coding were used to analyze data. Results showed that entrepreneurial mindset and attitude could affect sustainable entrepreneurship process in sport considering involved institutions and environmental situation so that the economic, social and institutional outcomes could direct sport society towards sustainable development. It seems that the obtained strategies of this model including the support of government, the encouragement of media for sport entrepreneurship and the correct instruction of practical and entrepreneurial skills can help entrepreneurship, sustain businesses and achieve social and institutional goals in sport and society.