Purpose: The study's purpose was to analyze the formulation and implementation success of strategic planning for sports development in India's universities. Theoretical framework: The researcher considered the "competing values approach (CVA)," the work of organization theorists Quinn and Rohrbaugh (1981, 1983),' to measure organizational effectiveness. The researcher also considered the study of 'David Shilbury & Kathleen A. Moore (2006)' which is based on the "competing values approach (CVA)." Design/methodology/approach: This study was approached through a post-positivist paradigm with the concurrent design of mixed-method research. The 313 participants, who represented administrators, coaches, and players from India's three central universities, were surveyed using a structured questionnaire and interviewed using a semi-structured format. The three universities were Jamia Millia Islamia, Banaras Hindu University, and Aligarh Muslim University. The study used a multi-stage sampling method. At the onset, the three universities were selected purposively based on uniformity in their organizational structure, ordinances, academic calendar, and establishment age; finally, simple random sampling was utilized to determine the participants randomly from the selected universities. RIDIT analysis was used to analyze the questionnaire data, and thematic analysis was used to analyze the interview data. Findings: The study results revealed a dearth in the formulation of strategic planning and its successful implementation for sports development in the universities of India. Further research is needed to explore university sports in India. Research, Practical & Social implications: This study suggests that the university sports boards of the universities of India, particularly of the central universities, must recognize and consider the formulation of strategic planning along with its effective implementation procedure for the development of sports, which includes the formulation of the long-term strategic planning with clear and attainable objectives and the viability of how the formulated strategic planning can be resourced. The formulation of strategic planning must include the vision for the future development of sports, along with regular reviews based on its performance. The university sports boards will have to consult the administrators, coaches, experts, and their players to effectively formulate strategic planning with its successful implementation criterion. Well-organized strategic planning with a practical implementation criterion is the need of the hour to develop sports in Indian universities. Originality/value: This is to certify, that the research paper submitted by us is an outcome of our independent and original work. We have duly acknowledged all the sources from which the ideas and extracts have been taken. The article is free from plagiarism and has not been submitted elsewhere for publication.
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