Transition Game: Globalisation and the Marketing of a Suburban `Nationalised' Basketball team in Australia

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Hallinan, Christopher J and Burke, Michael (2005) Transition Game: Globalisation and the Marketing of a Suburban `Nationalised' Basketball team in Australia. International Journal for Sport Management and Marketing, 1 (1-2). pp. 127-140. ISSN 1475-8962


A modified case study approach was used to discuss the elements of homogenisation, televisualisation, commodification, and governmentalism with a specific reference to "national" basketball league franchises in Melbourne, Australia. This study examined the interplay of globalisation and the aforementioned factors associated with identity and marketing issues of two basketball clubs/franchises – the Dandenong Rangers women's club situated in the outer suburbs whose recent success contrasted sharply with the Victoria Giants men's club which was located in a trendy entertainment zone closer to the city centre. It was concluded that clubs/franchises may benefit by maintaining original local identities. Furthermore, it was suggested that the corporate league-directed managerialism was of dubious benefit.

Item type Article
Subjects Historical > Faculty/School/Research Centre/Department > Centre for Ageing, Rehabilitation, Exercise & Sport Science (CARES)
Historical > FOR Classification > 1505 Marketing
Historical > FOR Classification > 1699 Other Studies in Human Society
Keywords ResPubID8412; basketball clubs, basketball franchises, suburban, city centre, Australia, women, globalisation, sport marketing, homogenisation, televisualisation, commodification, governmentalism, local identity, sport management, national basketball league, television, TV, localisation
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