Zhou, Liangjun; Wang, Jerred Junqi; Chen, Xiaoying; … - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 1, pp. 81-94
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...