Building on the UFC case we did, Dr. Francis had the other half of the SMBA ’11 class use a variety of tools to accurately analyze the National Basketball Association (NBA) and their attempts to expand globally.The NBA, as outlined in the case, must decide how to expand their brand internationally, specifically in Europe.
As we did for the UFC case, SMBA ’11 split into groups to discuss and present the issues presented in the NBA case. This time, members of the class played the role of David Stern and eventually reached an agreement on which group had the best ideas for global expansion. Interestingly, despite using similar tools, each presentation had a different recommendation, which ranged from an 8-team European League, having the NBA play regular season games against European teams, and acquiring already-established European teams.
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