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The National Basketball Association’S (Nba) Digital Transformation: An Explanatory Case Study, James Santomier, Harald Dolles, Reinhard Kunz
The National Basketball Association’S (Nba) Digital Transformation: An Explanatory Case Study, James Santomier, Harald Dolles, Reinhard Kunz
WCBT Faculty Publications
Purpose. Digital transformation in the global sport industry has resulted in digitally focused business strategies, innovative business models, targeted social media marketing strategies, increased consumer, and sponsor demand, accelerated growth in women’s sports, and streaming media (OTT) worldwide. This paper aims to study the case of the U.S.-based National Basketball Association’s (NBA) digital transformation, including multiple interactions of actors in the digital transformation process. A key aim is understanding the synergies resulting from the league’s integration of digital technologies, its business strategy, the evolution of its hybrid business model and the increase in revenue and global branding.
Design/methodology/approach. An explanatory …