Publicação
The expansion of National Basketball Association in Portugal: assessing the NBA’s market expansion and product strategy in the nation
| Resumo: | This work project aims to assess the potential for the National Basketball Association to expand its market presence by penetrating the Portuguese market. This expansion is analyzed covering four different perspectives: brand promotion in a football-dominated culture, introduction of localized NBA products and services, pricing strategies adapted to the Portuguese economy and the economic impact of NBA basketball camps in the nation. Through the development of this research both quantitative and qualitative analysis were performed to assess this expansion process. The findings suggest that the NBA can build a sustainable market and be able to penetrate the Portuguese market by leveraging existing products and services with new ones and using pricing strategies tailored for the Portuguese ecosystem. |
|---|---|
| Autores principais: | Menghini, Filippo |
| Assunto: | Portugal NBA Fan engagement New products Pricing strategy Economic impact |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This work project aims to assess the potential for the National Basketball Association to expand its market presence by penetrating the Portuguese market. This expansion is analyzed covering four different perspectives: brand promotion in a football-dominated culture, introduction of localized NBA products and services, pricing strategies adapted to the Portuguese economy and the economic impact of NBA basketball camps in the nation. Through the development of this research both quantitative and qualitative analysis were performed to assess this expansion process. The findings suggest that the NBA can build a sustainable market and be able to penetrate the Portuguese market by leveraging existing products and services with new ones and using pricing strategies tailored for the Portuguese ecosystem. |
|---|