Problem
1. For service products, one of the problems that occurs when services are globalized is that cultural differences make for confounding issues like the NBA is currently experiencing (remember what we said about automated vehicles and interpretations about who should be sacrificed in an accident in the USA and China). How has culture played a role here? (For this, I'll refer you briefly to Hofstede's cultural dimensions model, which may help you in addressing this question.)
2. Why is the NBA so terrified at the loss of fans in China? Can Chinese fans generate mass appeal for American teams? What kind of fans would they be: high or low involvement, and why?