Document Type : Research Paper
Authors
1 Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran
2 Department of Physical Education and Sport Sciences, Isl.C.,Islamic Azad University, Islamshahr, Iran
Abstract
The goal of this study was to show how the Balanced Scorecard (BSC) can be used as a tool for better managing media activities in the Tehran Municipality Sports Organization. The research used a qualitative method with a focus on thematic analysis. The study involved sports management experts (like professors and researchers), managers from the Tehran Municipality Sports Organization, and officials in public relations and media. Participants were selected purposefully, and data collection continued until theoretical saturation was reached (19 participants). The research instrument was an exploratory (semi-structured) interview. The validity of the instrument was confirmed based on sample credibility, expert opinions, and inter-rater agreement. Thematic analysis was conducted using the Attride-Stirling (2001) method. MaxQDA Pro software was used to evaluate the interviews. The comprehensive thematic analysis and thematic network mapping, based on expert opinions and a review of theoretical foundations, revealed that the Tehran Municipality Sports Organization's media activities can be improved from four perspectives: financial, customer, learning and growth, and internal processes. Overall, the balanced scorecard model, as a strategic management tool, can help improve media performance in the Tehran Municipality Sports Organization. By focusing on these four perspectives—financial, customer, learning and growth, and internal processes—the organization can enhance its media performance and move closer to achieving its strategic goals
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