| Description |
191 pages : illustrations ; 22 cm |
| Bibliography |
Includes bibliographical references (pages 167-184) and index. |
| Summary |
"One company and its founder, who saw the connection between Michael Jordan and a world waiting to buy. A revolution in technology that made it possible to deliver televised images anywhere in the world, creating a new era in global communications. The coupling of these forces opened the way for the spread of American cultural domination in dozens of smaller nations, and in its wake hundreds of other corporations have followed". -- Jacket. |
| Contents |
I. A century of preparation : The North Carolina legacy ; The Naismith legacy ; The legacy of the Harlem Rens and "Dr. J" -- II. The globalization of Michael Jordan : Enter the transnational corporation ; Enter the swoosh ; Enter the communication satellite -- III. Bittersweet championships : Selling a championship ; "Basketball is my escape. . .everything else is so complicated" -- IV. New frontiers and inner cities : Perils of globalization ; Gambling and the media ; Wrapping himself in the flag: the 1992 Olympics ; "There's no telling what can happen to the business if China truly catches on" ; "The higher the satellite, the lower the culture?" -- V. A Faustian bargain : Tragedy ; Baseball interlude ; The return -- VI. "The greatest endorser of the twentieth-century" or "An insidious form of imperialism"? : Expanding the empire ; The swooshifying of the world ; Capital versus culture: implications and conclusions. |
| Subject |
Jordan, Michael, 1963-
|
|
Basketball players -- United States -- Biography.
|
|
Sports -- Marketing.
|
|
International business enterprises.
|
|
Nike (Firm)
|
| ISBN |
0393047474 |
|
9780393047479 |
|
