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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.

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.

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.

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.

Big data analytics (BDA) and machine learning (ML) can be used to identify the influencing factors of online service supply chains (OSSCs) and can help in the formulation of optimal pricing strategies. This paper analyzes the influencing factors of customer online shopping from the demand-side perspective and formulates optimal pricing strategies from the supply-side perspective.

This paper uses ML and the Stackelberg game approach to discuss OSSC management. ML's feature selection algorithm is used to identify the important influencing factors of 12,330 customers' online shopping intention data using four different classifiers. The Stackelberg game approach is used to analyze the pricing strategies of integrators and suppliers in OSSCs.

First, the feature selection algorithm can improve the efficiency of optimization in big data samples of OSSCs. Second, the level of visualization and the quality of information (page value) will affect the purchase behavior of customers. Finally, the relationship between the optimal pricing and the level of visualization is obtained through the Stackelberg game approach.

This paper reveals the phenomenon of “mystery customers,” and the results of this paper can provide insights and suggestions regarding the decision-making behavior of integrators and suppliers in OSSC management.

Considering customer behavior intention, this paper uses a data-driven method to explore the influencing factors and pricing strategies of OSSCs. The empirical results enrich the existing OSSC management research, proposing that the level of product visualization and information quality plays an important role in OSSCs.

Management response to consumer comments has become a widely adopted marketing strategy to address the undesirable effects caused by negative remarks. Yet, when and what management response is more effective and under what circumstances remains under-researched. This study aims to fill this gap.

In three experiments using five different products, the authors manipulate psychological construal level (psychological distance: distant vs proximal) and management response (response of primary vs secondary features) and thereafter assess their bearings on consumer psychological and behavioral reaction toward products of two distinctive natures (hedonic vs utilitarian).

At a psychological distance, consumers show a preferable reaction to management response of primary over secondary features. In contrast, when the psychological distance is proximal, consumers react more positively to management response of secondary than primary features. In addition, these effects vary as a function of product nature, hedonic vs utilitarian.

The findings of this research bring a significant contribution to marketing communication literature and extend the construal level theory.

A better understanding of the relative effectiveness of distinct types of management response to negative consumer comments is essential for more targeted and effective marketing strategies.

Little research has documented the effects of distinct types of management response. How psychological distance might underpin these effects has not been explored. In addition, whether the interaction effect of management response and psychological distance varies with differences in product nature, namely, hedonic and utilitarian, remains unanswered until this research.