Zhou, Liangjun; Wang, Jerred Junqi; Chen, Xiaoying; … - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 1, pp. 81-94
of glocalization for the NBA as well as other overseas sport leagues. Design/methodology/approach The current case study …, investigating into its marketing strategies, and extrapolating practical references for other sport leagues aiming to penetrating … be an ever intriguing inquiry needed for other sport organizations or leagues seeking expansion to overseas markets …