Objective: The objective of this research was to design a digital marketing model for sports businesses, considering the growing importance of internet marketing in the sports industry.  Methods: This study adopted a qualitative and exploratory approach, falling under applied research in terms of purpose. The participants included marketing experts, sports management professors, and digital marketers, selected through purposeful sampling. Data was collected via in-depth, semi-structured interviews, reaching theoretical saturation after 25 interviews. Thematic analysis was employed to analyze the data and derive the research findings.  Findings: The findings of the research show a four-level conceptual model consisting of 9 components, which are: social responsibility of the university, development of university agility, creation of shared value in university communications, establishment of corporate governance in the university, internationalization of the university, commercialization of knowledge and technology, promotion of an innovative culture, knowledge-based capacity building and investment in research and development and entrepreneurial projects. Conclusion: Sustainable innovation for realizing an entrepreneurial university consists of interconnected components that facilitate economic knowledge production, dissemination, and commercialization. Knowledge-based capacity building and the promotion of an innovative culture play crucial roles by providing the necessary infrastructure and support. These components empower managers and policymakers to foster sustainable innovation, advance entrepreneurial universities, and enhance future academic generations. a

Objective: The purpose of the present study was to examine the competitiveness and growth of small and medium-sized sports businesses.Method: The research method was quantitative (descriptive-correlational) conducted in two phases of Delphi and survey. The statistical population consisted of faculty members of the faculties of physical education and management with specialization in sport entrepreneurship and business management. In the first step, the researcher identified and categorized by comparative study of conceptual model of exogenous factor relationships in the form of 9 main factors and 23 items; endogenous factors in the form of 8 main factors with 48 items and competitiveness index in 9 dimensions with 28 items in sport business level. Then a Delphi panel of 21 accredited sports business experts and ultimately 180 sports business owners responded to the tool.Results: The results of structural equation modeling analysis showed that the effect of exogenous factors on competitiveness and growth of businesses had more effect on endogenous factors than on endogenous factors, respectively. Generally, customer satisfaction, productivity, future capabilities, financial indices, contract growth, employee satisfaction, community satisfaction explained significantly constructs of competitiveness.Conclusion: The conceptual model of competitiveness mutual relations creates a new approach in the analysis of competitive variables and enables managers to better understanding the relevance of competitiveness factors and indices to the development of an internal competitiveness measurement system for sports businesses to analyze performance and factors of their competitiveness.

Given the importance of financing small and medium-sized manufacturing companies in order to provide working capital and their profitability, this study has presented a mathematical model for financing these companies by factoring method in the supply chain. Factoring is one of the most important ways to finance in the business world, especially for small and medium-sized enterprises. Therefore, considering the relationship between the enterprise and the bank, suppliers and buyers based on the integration of financial and physical flows in the supply chain, this research has financed the enterprise in the above-mentioned method. In order to analyze the validity of financing methods, goals, parameters and important variables in modeling, the perspective of experts based on the index of content validity ratio has been used. The goals of modeling are to maximize profits and achieve the desired liquidity in time periods, and in order to solve the model, goal programming has been used and in order to cover uncertainty conditions, interval programming has been used. Finally, the model was solved using GAMS software and CPLEX solver, and the results, in addition to proposing appropriate financial and physical flows in the supply chain, have proposed an appropriate factoring financing program to small and medium-sized manufacturing enterprises to provide the necessary liquidity in each period and increase profitability.

The present study was conducted with the aim of sharing economy in sports businesses.To answer the research questions, a combined or mixed approach that includes qualitative and quantitative methods has been used.The combined research method that first uses the qualitative method and then the quantitative method. The current research method is practical in terms of the type of goal, because the results will be provided to the country's sports businesses to use it to develop their business. The method of data collection in the first step, library studies and its tools,was taking notes.In this study, using the meta-combined method and after reviewing the literature of the research subject, the indicators of the common economy in sports were identified and coded,then by categorizing the codes, the initial framework was developed and finally by asking questions and interviewing validity and reliability experts. This model was evaluated and the final model of business innovation in sports complexes was developed based on the sharing economy.finally, the effectiveness and use of model indicators were examined and effective indicators were ranked. The results showed that the indicators of the shared economy regarding the occurrence of innovation in sports businesses include 3 main categories (customers, owners and platform), 9 themes in each sector (sports venues and spaces, sports equipment and supplies, tickets and prizes, Technology, brand and reputation, training and consulting, athletes, managers, coaches, staff and fans) and 126 codes.

Background & Aims: Many small hydrotherapy centers cannot compete with larger and more famous centers due to financial and advertising limitations, and on the other hand, today small and medium businesses are considered essential solutions for a country's comprehensive development. The factors involved in their creation are important. Meanwhile, small businesses may not be able to fully identify and respond to the needs of these customers due to limited advertising and resources. Therefore, for their survival and success, small hydrotherapy centers need a coherent and effective marketing strategy that can have the greatest impact on the target community using limited resources. It is important to note that many potential clients of these centers are present in the digital space and search for treatment solutions online or through social media. Therefore, not using digital marketing techniques such as content marketing, search engine optimization, and social media advertising can take away significant opportunities from these centers. In general, this issue requires careful investigation and development of new marketing models that not only help to increase public awareness of these centers, but also strengthen customer loyalty and at the same time enable competition with larger centers. Therefore, this research sought to investigate the presentation of the marketing model of small businesses in the field of sports and wellness (case study: setting up a hydrotherapy center). Methods: In this qualitative study, the data theory approach of the Strauss and Corbin Foundation was used. The statistical population of this study includes marketers and sports professors (15 people), experts in the field of small businesses and top entrepreneurs of the country (15 people), managers of water sports clubs and academies in the country (50 people), and website managers. There were sports centers (15 people) and hydrotherapy centers. Also, the sampling was theoretical. The data collection method was field and the data collection tool was interview. Data analysis was done using an open coding system, axial coding, and selective coding. Results: The results showed that causal conditions include 3 concepts and 13 final codes, background conditions include 7 concepts and 35 final extraction codes, intervening conditions include 8 concepts and 44 final codes, strategies and actions include 6 concepts and 27 final codes, the results also included 5 concepts and 24 final codes extracted from the interview. Regarding the background conditions of the marketing model of small businesses in hydrotherapy sports, the most important final codes included 7 concepts and 35 final codes extracted from the interview, and their concepts include supporting platforms and infrastructures, and weaknesses in entrepreneurial thinking. Managerial support, the insufficient influence of sports in society, social support, expert manpower, entrepreneurial intention, and financial support. In response to the questions that were related to the interfering conditions of the marketing model of small businesses in the field of hydrotherapy sports, the respondents gave explanations, and the most important ones were considered as the final codes of the interfering conditions, which It included 8 concepts (political factors, economic factors, management factors, facilitation factors, support factors, production factors, technological factors, and educational factors) and 44 final codes extracted from the interview. The most important final codes of small business marketing model strategies and measures in the field of hydrotherapy sports, including 6 concepts (program and legal support, structural development, knowledge development, financial development, interaction development, and motivation and entrepreneurship development) and 27 codes The final was extracted from the interview. The results included 5 concepts (economic growth, sustainability of sports, improving the level of sports performance, institutionalization of active lifestyle, and socio-cultural development) and 24 final codes extracted from the interview. Finally, the qualitative model of the study was presented in Figure No. 1, which is the presentation of the marketing model of small businesses in the field of sports and wellness (case of study: setting up a hydrotherapy center). Conclusion: In general, it can be concluded that the success in marketing small businesses in the field of hydrotherapy sports will not only lead to the improvement of the economic conditions of these businesses but also through the promotion of health and sustainability of sports, it will have wide consequences in the society. The results of the analysis of the background conditions of the marketing model of small businesses in the field of hydrotherapy sports show that seven main concepts have been identified as factors determining the success or failure of these types of businesses. Each concept refers to a part of the problems, opportunities, and environmental and structural requirements involved in developing and implementing an effective marketing model. First, supporting infrastructure is one of the important concepts related to the presence or absence of physical facilities and appropriate technologies for providing water treatment services. This concept shows that for success in this field, access to specialized equipment and appropriate technical infrastructure is very important. The lack of these platforms can be one of the main obstacles to the growth and development of small businesses. Besides that, weakness in entrepreneurial thinking and managerial support is recognized as one of the basic challenges. Many small businesses lack an innovative approach and strategic thinking in management and marketing. This makes them unable to compete well in the market and take advantage of the available opportunities. In addition, the lack of management support from upstream institutions or the absence of training and counseling programs also fuels this problem. The insufficient penetration of sports in society is also considered one of the main obstacles to the development of these businesses. This concept refers to the fact that public awareness and desire for sports and physical activities, especially therapeutic sports such as hydrotherapy, is low at the community level. Therefore, small businesses should work on increasing public awareness and changing society's attitude towards the importance of exercise and hydrotherapy. Social support is another factor that can play a key role in the success of these businesses.

EXTENDED ABSTRACT Introduction: Business sustainability helps address or reduce environmental, social, and economic challenges through the strategic management of a company's resources. It seeks to improve a company's impact on the outside world. A sustainable business can foster positive relationships and trust among customers, employees, the community, investors, and other stakeholders. Additionally, a business sustainability program can reduce costs and enhance the long-term financial health of the organization. If a company spends less on electricity, water, and other resources, it can increase profits. Similarly, a company’s sustainability initiatives may improve business outcomes by enhancing its reputation within the community and among employees. Companies should regularly publish sustainability goals and report their progress in achieving them. This transparency helps employees and external parties understand how the business contributes to a sustainable global economy. Furthermore, these progress reports help maintain trust with stakeholders. The primary objective of this research is to identify and prioritize the factors influencing the sustainability of small and medium-sized enterprises (SMEs) in the city of Shahrekord. Given the importance of these businesses in economic and social development, identifying key factors that contribute to their long-term sustainability is essential. This study, focusing on various dimensions of sustainability (economic, social, and environmental), aims to provide a comprehensive model to improve the performance of these businesses and assist managers and policymakers in making better decisions.Methodology: In the first stage, based on the literature and previous research, 6 main criteria and 35 sub-criteria influencing the sustainability of small and medium-sized enterprises were identified. Then, using the Delphi technique, these criteria and sub-criteria were screened, resulting in the selection of 6 main criteria and 24 sub-criteria for further analysis. This process led to the elimination of sub-criteria that were deemed less significant by the experts. In the next stage, using the Interpretive Structural Modeling (ISM) technique, the criteria and sub-criteria were ranked. The results showed that innovation and creativity were identified as the most influential factor, followed by supportive and regulatory factors, individual and managerial factors, and strategy in subsequent ranks. Discussion and Results: By reviewing the literature and analyzing the data, 6 main criteria and 24 sub-criteria were identified as key factors influencing the sustainability of small and medium-sized enterprises in Shahrekord. Conclusion: The results indicated that innovation and creativity play a crucial role in the sustainability of these businesses. This factor enhances flexibility and the ability to address challenges. Following this, supportive and regulatory factors (such as government support and banking facilities) and individual and managerial factors (such as adherence to sustainability ethics and positive managerial attitudes) were ranked next. These findings suggest that to achieve long-term sustainability, small and medium-sized enterprises must simultaneously focus on innovation, government support, and internal management improvement. This research provides a comprehensive model and practical solutions to enhance the sustainability of these businesses, helping managers and policymakers achieve sustainability goals by focusing on the identified key factors. Based on the analyses conducted using Delphi, ISM (Interpretive Structural Modeling), and MICMAC techniques, innovation and creativity were identified as the most influential criteria, directly impacting other factors such as social factors and corporate governance. These findings indicate that innovation and creativity not only serve as driving forces for business development but also form the foundation for building resilience and addressing challenges faced by small and medium-sized enterprises (SMEs). Social factors and corporate governance were identified as second-level criteria, directly influenced by innovation and creativity. These factors highlight the importance of social interactions, social responsibility, and transparency in business management. On the other hand, supportive and regulatory factors, individual and managerial factors, and strategy were identified as dependent criteria, reflecting the reliance of these businesses on government support, internal management, and marketing and advertising strategies. Key Takeaways:1) Innovation & Creativity – The most critical driver, shaping other sustainability factors; 2) Social Factors & Corporate Governance – Directly influenced by innovation, emphasizing ethical and transparent operations; 3) Supportive Policies, Management, and Strategy – Dependent factors, requiring external and internal alignment for long-term stability. This structural analysis underscores that fostering innovation is essential for SMEs to enhance adaptability, meet social responsibilities, and strengthen governance while relying on supportive policies and strategic management for sustained growth.

The purpose of this study was to identify and validate strategies affecting strategic innovation in sports businesses. The research method was mixed in terms of data collection which was qualitative-quantitative. The statistical population in the qualitative section included university professors and experts in the field of sports business. The field of study and having scientific papers related to the subject, having managerial positions and executive experiences in the field of entrepreneurship and sports business were the criteria for selection of the 360 participants that consisted of a small number of sports club managers and staff, sports business managers and staff, senior managers from the Ministry of Sports and Youth, PhD students in sports marketing, and sports service clients. The research tools included semi-structured interviews and a researcher-made questionnaire that was designed according to the extracted codes in the qualitative part of the study. Qualitative analysis was performed with Maxqda software and quantitative analysis was performed with AMOS structural equation modeling software. The findings related to the strategies affecting strategic innovation in the sports business consisted of 5 concepts and 18 codons identified and approved. Finally, the results of the model were confirmed in terms of validation. Society, laws and other environmental factors can pave the way for sports businesses to move towards strategic innovation.