DYNAMIC CAPABILITIES, BUSINESS ALLIANCES AND VALUE ADDED OF THAILAND’S SPORTS EVENT MANAGEMENT BUSINESS.

Thanarit Thanaiudompat; Patantiya Singcram

Authors

Thanarit Thanaiudompat Thailand National Sports University, Chon Buri Campus, Thailand
Patantiya Singcram Thailand National Sports University, Chon Buri Campus, Thailand

Keywords:

Dynamic Capabilities, Business Alliances, Value Added

Abstract

This research aims to develop a model of dynamic capabilities and business alliances concerning the value-added of the sports competition management business in Thailand. This study employs a mixed-methods approach, combining quantitative and qualitative research. The quantitative aspect focuses on testing the causal relationships and outcomes of dynamic capabilities and business alliances factors on the value-added of sports competition management businesses. Data was collected through questionnaires distributed to 209 sports competition management businesses. The qualitative aspect utilizes a phenomenological approach, involving in-depth interviews, with the findings validated through focus group discussions. Participants included three sports business management experts and two sports management academics. Data analysis was conducted using confirmatory factor analysis and structural equation modeling.

The hypotheses testing revealed the following: 1) Dynamic capabilities have a direct influence on industry value-added and an indirect influence on the value-added of Thailand's sports competition management businesses through business alliances. 2) Dynamic capabilities have a direct influence on business alliances. 3) Business alliances has a direct influence on the value-added of Thailand's sports competition management businesses. The analysis indicated that the hypothesized model aligns well with empirical data, meeting the acceptance criteria. Specifically, the χ2 value was 13.78, the p-value was 0.79, the χ2/df ratio was 0.72, the GFI was 0.98, the AGFI was 0.95, and the RMSEA was 0.00. The findings of this research provide insights into the causal relationships between dynamic capabilities, business alliances, and the value-added of Thailand's sports competition management businesses. These findings can be applied to the management of sports competition management businesses in Thailand, ultimately contributing to the sustainable performance of the sports industry.

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