Structural Model of Strategic Orientations and Commercialization Product of New Sport Products

Start-ups, especially those interested in sustainable wealth creation and the application of academic knowledge and ideas, cannot succeed solely on the basis of one-sided activities. Therefore, the purpose of the present study was to explain the structural model of strategic orientations and the commercialization performance of new products in sports start-ups.

This is an applied study and research method was descriptive-survey. The statistical population of this study was the entrepreneurs of active sports startups all over the country. Due to the limited population, the statistical sample was considered as a whole. The data collection tool was a researcher-made questionnaire consisting of 19 specialized questions. The content validity of the questionnaire was confirmed by 7 professors of sports management and 2 professors of entrepreneurship. Its reliability was also calculated using Cronbach's alpha test and composite reliability. To analyze data and investigating model fit, structural equation modeling and PLS software were used.

The results showed that strategic orientations including market orientation, technological orientation, and entrepreneurial orientation, have a direct and significant effect on the commercialization performance of new sports products, respectively. Also, the indirect and significant effect of strategic learning was confirmed as a mediating variable.

Entrepreneurs and managers of sports startups should put their company's strategies together in order to achieve the successful commercialization of their products and be constantly looking for new knowledge and its application in different stages of new product production.