The Global Market

The Global Market, Always Changing

Michael Kevin Jarnagin

DeVry University

The Global Market, Always Changing

What cultural factors must U.S. sports franchises overcome to increase popularity abroad & Why:

To fully understand the factors involved that can affect U.S. popularity abroad lets define the word culture. In our eBook Business in Action, Chapter 3: p.58 The Global Marketplace written by Courtland L. Bovée & John V. Thill; explains culture to be a system based on social values, symbols, beliefs, attitudes, and behaviors in a society. To understand, to see from other culture points of view, influences, language, communication plays a significant role in promotion of sports in other areas. Just because a sport is popular in the United States, does not make it attractive to other cultures in other nations. Market research can play a positive way to take a particular sport franchise overseas. For example, USA Sports Scholarships for International Student Athletes program was introduced by President, CEO& Founder Mike Lancaster from Melbourne, and AUS to U.S. on a DI Track scholarship to High Point University organized a scholarship for more athletes to play in the U.S. Even in recent Olympics, U.S. sports have been introduced for the first time and there are current bids for other U.S. events like sport climbing, softball & baseball combined, roller sports, etc. that could interest more abroad chances. It would be the same effect on business opportunities abroad to understand the customs & rules that play on success in other countries, but also design market strategies that would interest other countries around the world.

In summary, to determine whether it would be right, and when is the best time to take a sport franchise abroad, you must first understand completely the culture, attitudes, mannerisms, values, and way of communication first and foremost; before designing a market effort...