The Design of a Success Model for Sporting Goods Manufacturing Companies in Global Markets

Objective: The sporting goods manufacturing industry, as a dynamic and thriving sector of the global economy, plays a significant role in economic growth, job creation, and the promotion of health culture. With increasing demand for sporting goods due to lifestyle changes and growing health awareness, competition in this market has intensified. Manufacturers face challenges such as supply chain management, innovation, marketing, and compliance with international standards. Therefore, developing a comprehensive model to identify the key success factors for these companies is essential. This study aimed to design a success model for sporting goods manufacturing companies in global markets, identifying critical success factors and proposing operational strategies to enhance competitiveness.

Methodology: This qualitative study employed the grounded theory approach (Strauss and Corbin's systematic method) to explore the success model for sporting goods manufacturers in global markets. The study population included three groups: faculty members, sports science experts, and industry executives, selected through purposive sampling and snowball techniques. In-depth semi-structured interviews were conducted with 12 experts until theoretical saturation was achieved. Data were primarily collected in person, with some telephone interviews, following informed consent and ethical guidelines. The data were analyzed using MAXQDA 2020 software through three coding stages: open, axial, and selective. To ensure validity, four criteria—credibility, transferability, dependability, and confirmability—were applied.

Findings: The findings revealed that the success of sporting goods manufacturing companies in global markets is influenced by five main components. In terms of causal conditions, factors such as product quality, market research, and positive product testing outcomes were identified as key elements that play a critical role in creating competitive advantage. Contextual conditions, including economic and political stability, access to technology, adequate infrastructure, and increased public awareness of sports, provide a supportive foundation for the effective operation of these companies. Meanwhile, intervening conditions—such as intense competition, legal challenges, shifts in consumer preferences, and financial constraints—serve as significant barriers to success. To overcome these challenges and achieve their objectives, companies have adopted strategies such as improving quality and innovation, expanding into new markets, effective supply chain management, and implementing appropriate pricing strategies. The implementation of these strategies has led to outcomes such as increased market share, enhanced brand image, and improved profitability.

Conclusion: The results demonstrated that the success of sporting goods manufacturers in global markets requires a comprehensive, multidimensional approach. This entails simultaneous attention to internal factors (e.g., product quality, innovation, supply chain management, human capital) and external factors (e.g., economic and political conditions, global competition, consumer preferences). Additionally, implementing strategic initiatives in marketing, pricing, product development, and digital transformation, along with adaptability to market dynamics, is critical for achieving sustainable competitive advantage. The proposed model serves as a practical framework for policymakers, industry leaders, and sports sector stakeholders. It not only aids companies in strengthening their global market position but also identifies strengths and weaknesses to facilitate continuous improvement and sustainable development. Furthermore, the findings provide a foundation for future research in international management, sports marketing, and export development. Finally, incorporating cultural considerations, emerging technologies, and environmental sustainability can further enhance this model, supporting long-term global success.