Designing a Model to Improve the Performance of Sustainable Sports Product Supply Chains Based on Innovation and Digitalization

Abstract

Abstract
This study aimed to design a model for improving the performance of sustainable sports product supply chains based on innovation and digitalization. The research employed a qualitative method and a grounded theory approach (Strauss & Corbin) to identify hidden processes and patterns within sports product supply chains in Iraq. Data were collected through semi-structured interviews with 16 key stakeholders, including manufacturers, distributors, and consumers, and analyzed using three-stage coding to develop a theoretical model based on real data. The findings indicate that causal conditions or necessities include the adoption of emerging technologies and process innovations, which lead to digitalization, transparency, and improved decision-making in sports product supply chains. Additionally, contextual or facilitating factors, such as technological infrastructure and legal and policy support, facilitate the successful implementation of these technologies and innovations. However, intervening factors or barriers, including organizational resistance and poor coordination among supply chain components, can limit the execution of technological strategies. The core phenomenon of the study is the “performance of sustainable sports product supply chains,” which served as the focus of analysis, and the strategies identified include sports innovation management and supply chain collaboration. Ultimately, the outcomes indicate enhanced organizational performance and the achievement of sustainable competitive advantage in the sports industry. Therefore, implementing digital order management and smart warehousing systems, forming specialized innovation teams, and strengthening collaboration among stakeholders are recommended as practical strategies for improving performance and sustainability in sports product supply chains.