A Grounded Theory Study on Organizational Innovation and Resistance in the AI Adoption Process of Korean Professional Sports Teams

This study aimed to analyze the mechanisms of organizational innovation and resistance in the AI adoption process of Korean professional sports teams through a grounded theory approach. The study conducted in-depth interviews with 11 participants, including 3 field coaches, 3 active players, 2 front office staff from professional teams, 1 sports IT company team leader, 1 data analysis expert, and 1 sports media professional. Through open coding, 70 concepts, 19 subcategories, and 6 main categories were identified. The paradigm model derived through axial coding revealed 'AI adoption demands in the professional sports ecosystem' as the causal condition and 'structural characteristics of the professional sports ecosystem' as the contextual condition. The central phenomenon emerged as 'ecosystem changes due to AI adoption,' with 'conditions for successful AI adoption' identified as the intervening condition. The findings provide practical guidelines for AI adoption in Korean professional sports teams and contribute to understanding the dynamics of innovation and resistance during the digital transformation of sports organizations. This study suggests strategic approaches for managing organizational change and resistance in the context of technological innovation in professional sports.