How Organizational Behavior, Artificial Intelligence, and Marketing Techniques in Sports Clubs influence New Product Development


  • Yen-Ku Kuo Professor of Bachelor Program in Leisure Industry Management, Commercial College, Chinese Culture University, Taipei City, Taiwan
  • Shen Wei-Ting PhD student in College of Sports and Recreation, Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University
  • Shih Teng-San Professor of Department of Applied Mathematics, College of Science, Chinese Culture University, Taipei City, Taiwan
  • Dr. Mohammed Hasan Ali Al-Abyadh Associate Professor of Mental Health - College of Education, Prince Sattam bin Abdulaziz University, Alkharj, Saudi Arabia. In addition, College of Education- Thamar University, Thamar, Yemen
  • Edwin Ramirez-Asis Universidad Nacional Santiago Antunez de Mayolo, Huaraz, Peru
  • Rumi iqbal doewes Faculty of Sport, Universitas Sebelas Maret, Jl. Ir. Sutami, 36A, Kentingan, Surakarta, Indonesia


New Product Development, Artificial Intelligence, Marketing Techniques, Sports Industry, Sports Club, Industry Development


Development and expansion in any profession are critical in today's advanced world. Individuals associated with the sports industry view sports as a critical component of their lives. Men, in particular, are more interested in sports like football, basketball, cricket, and tennis. Additionally, organizational behaviour refers to an organization's attitude and actions when confronted with various difficulties. Players must be inspired, encouraged, and trained to perform at their best. The first factor contributing to the sports sector's growth is organizational behaviour. Artificial intelligence is the second factor that contributes to the progress of the sports business. Marketing is the third aspect that contributes to the advancement of the sports business. Marketing a product or service enhances both its worth and value. Three independent variables were considered in this paper: organizational behaviour, artificial intelligence, and marketing tactics. On the other hand, New Product Development has been included as a dependent variable. AMOS 26v was used to evaluate the data collected from 30 respondents. Additionally, the findings demonstrated a substantial correlation between the factors.




How to Cite

Yen-Ku Kuo, Shen Wei-Ting, Shih Teng-San, Dr. Mohammed Hasan Ali Al-Abyadh, Edwin Ramirez-Asis, & Rumi iqbal doewes. (2022). How Organizational Behavior, Artificial Intelligence, and Marketing Techniques in Sports Clubs influence New Product Development. Revista De Psicología Del Deporte (Journal of Sport Psychology), 30(4), 124–131. Retrieved from