Antreprenerišku požiūriu grįstos vidinės organizacijos kultūros pasireiškimo ir tobulinimo galimybių nustatymas kūno rengybos ir sveikatingumo klubuose: Kauno miesto atvejis

Increasing number of fitness and health clubs in Kaunas city and increasing competition requires entrepreneurial attitudes and innovation in order to be competitive in the market. For these reasons, it is worth looking deeper into the internal culture and its development opportunities of fitness and health clubs in the city of Kaunas. The aim of this research is to set the display and improvement possibilities for the inner organizational culture based on the entrepreneurial approach, trying to improve the environment for innovative appearance. The objective of the research is the inner organizational culture and its improvement possibilities of fitness and health clubs in the city of Kaunas. For this research, analysis of scientific literature and the quantitative research method was selected, as well as a questionnaire survey. Respondents were employees from 10 fitness and health clubs of Kaunas city and they were surveyed by using an online questionnaire, in total 82 surveyed respondents. The results of this research revealed that there is space for entrepreneurial approach improvement possibilities within the inner culture of fitness and health clubs in the city of Kaunas. A significant correlation has been found between factors that characterize entrepreneurship and introduction of innovation in the market. The Cronbach’s alpha coefficient was used to assess the internal consistency of the questionnaire. After calculating, the value of the Cronbach alpha coefficient was 0.939, that corresponds to the value of a well-formed questionnaire. After analysing the results of this research, it can be concluded that an organization which is based on an entrepreneurial approach constantly monitors the business environment, looks for new opportunities and seeks to implement them. It also encourages employees to learn, develop their creativity, initiative, ability to lead and innovate. One of the results shows a significant correlation between factors that characterize entrepreneurship and appearance of innovations. It is concluded that there is a close relationship between entrepreneurial approach and innovation. It also can be concluded that when improving entrepreneurship an organization should focus more on gathering information about market trends, preparing internal reports and facilitating the sharing of available information inside the company. It would be worth organizing external training for the employees and trying to install advanced management methods. In addition, according to a research it is recommended to send the staff of the club to qualification improvement courses. It would improve the organization’s external communication, reinforce teamwork for employees, trust for each other, and the organization. There is an untapped potential of organizations in cooperation with Kaunas city schools of higher education, which are training specialists of sports management. This could be achieved by signing cooperation agreements and enabling students to carry out various market researches while doing their internships. There should also be additional opportunities for improving the organization’s performance and discovering potential talented employees. Keywords: entrepreneurial organization, entrepreneurial approach, innovation, fitness and health clubs management, internal organizational culture. DOI:  http://dx.doi.org/10.15823/sm.2017.22