Proposing a Model for Utilizing the Balanced Scorecard (BSC) as a Strategic Management Tool to Enhance Media Activities in the Tehran Municipality Sports Organization

Articles in Press

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

Keywords

Main Subjects

Communication Management in Sport Media

Articles in Press, Accepted Manuscript
Available Online from 14 June 2025

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History

  • Receive Date: 27 December 2024
  • Revise Date: 19 May 2025
  • Accept Date: 14 June 2025

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