An Analytical Model of Electronic Commerce in Iran's Sporting Goods

The purpose of this research is to identify the factors and strategies for deploying electronic commerce in the production of sporting goods in the country and to provide an analytical model. In terms of target type, the present research is an applied research.It was carried out qualitatively and through in-depth interviews. The research method used is Grounded Theory (Foundation Data Theory). The statistical population of the study consisted of 17 professors and experts in sport marketing and 11 marketing and sales representatives of manufacturer companies of sporting goods who interviewed by snowball method. Finally, the data from the interviews were analyzed using the Grounded Theory method through three stages of coding. The results of coding in the end of the 6 main categories include the causal conditions (supervisor-policy making-occupational-economic), underlying conditions (modelling -lifestyle-ICT development-environmental learning), mediating conditions (technical -information, legal-cultural), strategies (law-manpower-equipment-localization), outcomes (economic-structural-cultural-environmental) and the main phenomenon of electronic commerce implementation in the sport sector of the country. The results of the research play an important role in targeting the customer-oriented activities of the internet world in the manufacturing sector of the sports industry in Iran.