Impact of strategic uncertainty on strategic business performance through marketing mixes in selected companies producing sports equipment

	Impact of strategic uncertainty on strategic business performance through marketing mixes in selected companies producing sports equipment
Journal of Sociological and Managerial Analysis in sports
Volume 2, Issue 5, Spring 2021 PDF (438.99 K)
Abstract
The purpose of this study was to investigate the effect of strategic uncertainty on the business strategy through price, product, promotion, and location compatibility In Selected companies producing sports equipment. The research method is applied in terms of purpose and collecting data, a descriptive survey based on structural equation modeling. The statistical population of the present study was selected productive sport facilities companies' staff. The data collection tool was a standard questionnaire. To assess the validity of the questionnaire, divergent validity tests and convergent validity was used in Smart Pls software. Also, Cronbach's alpha test was used to determine the reliability of the questionnaire; The research findings indicate that strategic uncertainty has a significant effect on the business strategy through price, product, promotion, and location adjustment (P-value = 0.05). Therefore, companies producing sports equipment can develop their business by using strategic uncertainty of techniques such as price adjustment, product adjustment, promotion adjustment, and location adjustment.
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