Document Type : Original
Authors
1
Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran
2
Department of Sports Management, University of Tabriz, Tabriz, Iran
3
Department of Sports Management, University of Tabriz, Tabriz
10.22108/asml.2026.149043.1155
Abstract
The ability of startups to survive and thrive in competitive environments depends largely on their entrepreneurial drive and strategic adaptability, yet empirical evidence from the sports industry remains limited. This research sought to investigate the mediating function of strategic flexibility in the relationship between entrepreneurial activities and the performance of sports startups in Iraq. The research was applied in purpose and descriptive-survey in nature. The population included managers and employees of sports startups, and 379 participants were selected through convenience sampling. Data were collected using standardized questionnaires: entrepreneurial activities (Daradkeh & Mansoor, 2023), strategic flexibility (Sen et al., 2023), and startup performance (Daradkeh & Mansoor, 2023). The validity and reliability of the instruments were confirmed through confirmatory factor analysis (CFA), Cronbach’s alpha, composite reliability (CR), and average variance extracted (AVE). Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with Smart PLS software. The results indicated that entrepreneurial activities had a significant positive effect on startup performance (β=0.283, t=5.568, p<0.001) and strategic flexibility (β=0.609, t=15.481, p<0.001), while strategic flexibility directly enhanced startup performance (β=0.483, t=9.319, p<0.001). Furthermore, the mediating role of strategic flexibility in the pathway from entrepreneurial activities to startup performance was confirmed (β=0.294, t=7.503, p<0.001). The findings suggest that sports startups can enhance innovation and responsiveness to market changes by fostering an entrepreneurial culture and establishing flexible organizational structures.
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