TY  - JOUR
AB  - Purpose Building upon the framework of glocalization, the purpose of this paper is to summarize the development of National Basketball Association (NBA) in Chinese market, explore its successful and unsuccessful places, and propose strategies of glocalization for the NBA as well as other overseas sport leagues.Design/methodology/approach The current case study was organized by summarizing the developmental history of NBA in China, analyzing its current promotional practices, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating into the Chinese marketplace.Findings The current case study concluded that when facing the current challenges, the NBA needs to bring authentic American cultural commodities while adding Chinese characteristics to accommodate local fans. Meanwhile, the NBA management needs to continue seeking ways to work out and through the differences in government models and cultural contexts between China and USA. In addition, this study suggested that the research framework of glocalization would be an ever intriguing inquiry needed for other sport organizations or leagues seeking expansion to overseas markets.Originality/value A thorough case study with the NBA that has achieved huge successes in Chinese markets will provide valuable implications for sport leagues to broaden their overseas markets.
VL  - 18
IS  - 1
SN  - 1464-6668
DO  - 10.1108/IJSMS-05-2016-0013
UR  - https://doi.org/10.1108/IJSMS-05-2016-0013
AU  - Zhou Liangjun
AU  - Wang Jerred Junqi
AU  - Chen Xiaoying
AU  - Lei Chundong
AU  - Zhang James J.
AU  - Meng Xiao
PY  - 2017
Y1  - 2017/01/01
TI  - The development of NBA in China: a glocalization perspective
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Publishing Limited
SP  - 81
EP  - 94
Y2  - 2024/09/19
ER  -