نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران
2 گروه مدیریت ورزشی دانشگاه تبریز، دانشگاه تبریز، تبریز، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Sustainable supply chains are essential for the long-term development of the sports industry. However, the role of digital innovation in improving supply chain sustainability, especially in developing countries, is still not fully understood. This study aimed to develop and test a model of a sustainable sports supply chain based on digital innovation in Iraq. A quantitative and descriptive–correlational research design was used. Data were collected from 378 stakeholders involved in the sports supply chain, including manufacturers, distributors, and customers. The proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that technological and innovation-related drivers play an important role in strengthening sustainable supply chains. Digital strategies had the strongest positive effect on sustainable outcomes. In contrast, barriers such as weak digital skills and organizational resistance reduced supply chain performance. The findings also showed that the proposed model has good explanatory and predictive power. The main theoretical contribution of this study is the development of an integrated framework that explains how technological drivers, digital strategies, contextual barriers, and sustainability outcomes are connected in the sports industry. This framework provides useful guidance for researchers and policymakers who seek to promote sustainable and digitally enabled sports supply chains in developing economies.
کلیدواژهها [English]
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