University of the Philippines Diliman Extension Program in Pampanga

National Basketball Association A Case Study

By Adrian Aquiles E. Abellar

In partial fulfillment of the requirements of the course Business Management 101 of Prof. Antonio Beconado

February 10, 2012

Flores.I.” . commentators. The NBA is a dynamic organization. and likewise. the declining television ratings. but also as an encompassing event providing entertainment to the most denying fan. B. According to Cynthia Marie A. and enjoins from families and groups. generally high scoring game that any individual with a ball and a hoop can play. Highs and low of the NBA are discussed and dissected. current research shows that. “The sports press – writers. interest in the sport has both swelled and diminished. with members of the sports press often contradicting each other. the National Basketball Association (NBA) has entertained audiences of all ages. Background of the story For over 5 decades. overall interest in the NBA is on the decline. From its humble beginnings at a YMCA in Massachusetts (1891) to the global status it is enjoying today. and beat reporters – have not shied away from exploring the declining fan interest.A. Much of NBA’s popularity is traced to its inherent nature – a fastpaced. Commissioner Stern has successfully marketed it not only as a competitive game. Lovers of the game bridges generations.. though the popularity of the sport is still high. to business people and small town groups. However.

which is recognized by the International Basketball Federation as the National Governing Body (NGB) for basketball in the United States. by average annual salary per player. New Jersey. The league's several international as well as individual team offices are directed out of its head offices located in the Olympic Tower at 645 Fifth Avenue in New York City. the free encyclopedia From its early beginnings.“The National Basketball Association (NBA) is the pre-eminent men's professional basketball league in North America. NBA has truly evolved into a global sports arena where different races meet to play in unison. of which twenty-nine are located in the United States and one in Canada. 1946 as the Basketball Association of America (BAA). The league was founded in New York City on June 6. Management of this globally renowned sport is an overwhelming job and according to Stern . It consists of thirty franchised member clubs. NBA players are the world's best paid sportsmen. Entertainment and NBA TV studios are directed out of offices located in Secaucus.” From Wikipedia. The league adopted the name National Basketball Association in 1949 after merging with the rival National Basketball League (NBL). It is an active member of USA Basketball (USAB). The NBA is one of the four major North American professional sports leagues.

What global attitude do you think the NBA and member teams exhibit? Explain why this attitude contributed or hasn’t contributed to the NBA’s global success. Being a global brand is not as easy as it may sound. Statement of the problem The National Basketball Association (NBA) is one of the most popular sports and entertainment properties in the world with millions of enthusiastic fans. my case study is framed by the following questions: 1. economic. and management issues. II. not come as a surprise to most that the NBA is now one of the most successful global brands today. Within this context. and it’s about to bloom on a global basis”. therefore. How has the NBA exhibited effective and efficient managing in the global environment? . and National Basketball Association shooting for overseas success has its own share of problems. What legal-political. dilemmas. 2. 3. and cultural differences might be significant to an NBA team recruiting a player from a foreign country? How would they deal with these differences? As NBA teams start playing in other countries.“Basketball is a universal language. It would. would these differences change? Explain.

races. From this perspective. and beliefs. should possess a global thinking and attitude. a world-oriented view that focuses on using the best approaches and people from around the globe. This attitude has contributed to the NBA’s success because the decision makers recognized that. What global attitude do you think the NBA and its member teams exhibit? Explain why this attitude has or hasn’t contributed to the NBA’s global success. and having a geocentric view on the situation gives a threshold and grip on managing the organization. NBA. What could other organizations learns from the NBA’s global experience? III. being a truly global organization. in order to successfully transplant the NBA. We all know that NBA is a network of people that is comprised of different nationalities. The NBA and its member teams appear to exhibit the geocentric attitude. Alternative courses of action a. they would have to use the . major issues and decisions are viewed globally by looking for the best approaches and people regardless of country origin.4.

However. and audiences. would these differences change? Explain. What legal-political.” A good example of these differences is the recent turmoil in the NBA that has resulted to the temporary hiatus of the much loved game. currency exchange rates might present a challenge. “Legal-political differences could arise in terms of contractual terms and approaches and people no matter where they were from. economic.S. dollars. Most likely as each country has a different set of norms and cultural values. They also tailored their product to best meet the needs of the various markets they were looking at. Cultural differences could arise in terms of how a player adapted to the realities and expectations of team members. and cultural differences might be significant to an NBA team recruiting a player from a foreign country? How would you deal with these differences? As NBA teams start playing in other countries. it is now back to business and to our TV sets. coaches. Economic differences probably wouldn’t be as significant because a player from a foreign country would probably want to be paid in U. b. After long deliberation of the management woes concerning NBA. .

In addition. the league itself reflects a geocentric attitude in that it has been willing to showcase talent from around the globe. 1997)” NBA also made the most of its global audience by doing socially responsible programs like that of “NBA cares” that is doing several events around the globe. and the Slam-Dunking of Paris. Stern. has been instrumental in marketing both the game of basketball and Michael Jordan globally. David J. the NBA.c. d. How has the NBA exhibited effective and efficient managing in the global environment? “The NBA has capitalized on its inherent popularity around the world.S. NBA’s commissioner. In addition. Another thing is that having players coming from the different parts of the world means having fans and supporters that is well represented globally. What could other organizations learn from the NBA’s global experience? . November 3. He understood the similarities and differences between the domestic (U.) and foreign markets. (William Echikson. “Michael.” Business Week.

It is necessary to develop a “relationship” with consumers in different countries in which you are doing business. experiences and perspectives through communityoriented websites” (Weinburg. . 2009. NBA alone is already a massive name. breaking down barriers that have historically divided individuals. and branding of an organization is really a serious business that an organization should focus about. This use of media in a social way has brought the world closer together.1). Developing a truly international web presence can also be effective.“Physical presence of the corporation is necessary. Understanding and being sensitive to different cultural values is a key to success as well. “the world’s local bank”?)” The use of social media is also helpful. (remember the HSBC TV commercial. It is not sufficient to just “sell” the product (or the play games as in the NBA). and nations and allowing new online communities to emerge and flourish. Social media are a rising fad and can be defined as “relating to the sharing of information. cultures. p.

the most probable approach in making the organization successful. as one saying goes. V. and belief of the global audience.Emphasis Geocentric or world-oriented attitude of the National Basketball Association (NBA) is. There is unity in diversity. It emphasizes the need to engage in different thinking that will eventually come up to a single. Engaging localized version of the game can also bridge the barriers concerning the wide variety of culture. NBA should make the most out of the differences present in the association. what I believe.IV. Yes. undivided. and perhaps. It is like bringing a piece of NBA closer to the very comfort of their home. use it to their advantage. conclusion that will formulate the best approaches and people from around the globe. we all know the NBA is truly American. Conclusion . but we can add a different kind of flavor to the game that will make it more bankable and relatable to a wider audience. taste.

Showing synergy of the brand composed evenly among its twenty-nine.This examines the trends of interest in the NBA. NBA teams need to continue to provide an enjoyable experience. Good representation of the players. and a great addition to the mostly African-American and South American NBA players. Further. is a great tool in making NBA a brand that is truly global. it is embodied not only by the best team but also by the worst. also. and what NBA teams currently do to market the game to the supporters. along with the geocentric attitude. . the opinions driving the trends. a former member of the Houston Rockets. Variety and diversity – two good things that we should remember. soon-to be thirty sub brands or teams. allowing more personal interaction with the other product of the NBA brand – its players. management and branding techniques to cater their global reach. A good example is Yao Ming. and to institute relations programs that bring the game closer to the people. the objective was to find the cross section of professional basketball.

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