THE ESSENCE, CHARACTERISTICS AND PROSPECTS OF THE SPORTS INDUSTRY IN THE CONTEXT OF SUSTAINABLE
Abstract
The article is devoted to the study of the essence, features and prospects of the sports industry in the context of sustainable development. It was noted that sports entrepreneurship is a dynamic and interactive environment, which involves the involvement of not only technological innovations, but also the use of modern management and marketing tools. At the same time, purposeful development of policy, understanding of the main social and economic factors that encourage sports entrepreneurship is necessary. The conceptual directions of entrepreneurship research in the field of sports are systematized and their features are noted. It was noted that most of the listed directions in one way or another touch on the concept of sustainable development as a whole, or its components, such as social, ecological and economic. At the same time, sustainable entrepreneurship in the sports industry can be considered as a unique perspective that combines the creation of economic, social and environmental value. Emphasizing the importance of applying sustainable innovations in work, it was noted that in the sports industry, entrepreneurship and innovation are key elements for maintaining competitiveness in this sector. One of the driving forces of the innovative development of the sports industry in the context of sustainable development in modern conditions is the digital economy system. At the same time, the influence of the level of development of the digital economy on the development of the sports industry shows non-linear characteristics. In addition, when analyzing the involvement of digital economy tools in the sports industry, adaptive features of the socio-economic system as a response to crisis situations should be taken into account. The development of the sports industry in the context of sustainable development requires the accelerated formation of digital infrastructure, the development of research in sports science and technology, as well as the development of regional strategies that take into account sustainability and inclusiveness. Further research should be based on quantitative analysis using modern methods of economic and mathematical modeling. In addition, there is still a need to analyze the contextual factors of sustainable entrepreneurship or innovation in sports.
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Walker, M. (2013). Does green management matter for donation intentions? The influence of environmental consciousness and environmental importance. Manag. Decis., 51, 1716–1732.
Svensson, P.G., & Seifried, C.S. (2017). Navigating plurality in hybrid organizing: The case of sport for development and peace entrepreneurs. J. Sport Manag., 31, 176–190.
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Nicolopoulou, K. (2014). Social entrepreneurship between cross-currents: Toward a framework for theoretical restructuring of the field. J. Small Bus. Manag., 52, 678–702.
Dresner, S. (2008). The Principles of Sustainability; Earthscan: London, UK.
Delmas, M., Hoffmann, V.H., & Kuss, M. (2011). Under the tip of the iceberg: Absorptive capacity, environmental strategy, and competitive advantage. Bus. Soc., 50, 116–154.
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EVO Company. Retrieved from https://evo.business/category/news/
GoogleTrends. Retrieved from https://trends.google.com.ua/trends/ explore?date =today%205y&geo=UA&hl=ru
