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Preface |
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| Chapter I |
A Century of Preparation
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The North Carolina Legacy
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The Naismith Legacy
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The Legacy of the Harlem Rens and “Dr. J”
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| Chapter II |
The Globalization of Michael Jordan
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Enter the Transnational Corporation
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Enter the Swoosh
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Enter the Communication Satellite
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| Chapter III |
Bittersweet Championships
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Selling a Championship
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“Basketball Is My Escape … Everything Else Is So Complicated”
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| Chapter IV |
New Frontiers—and Inner Cities
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Perils of Globalization
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Gambling—and the Media
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Wrapping Himself in the Flag: The 1992 Olympics
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“There’s No Telling What Can Happen to the Business If China Truly Catches On”
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“The Higher the Satellite, the Lower the Culture?”
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| Chapter V |
A Faustian Bargain
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Tragedy
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Baseball Interlude
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The Return
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| Chapter VI |
“The Greatest Endorser of the Twentieth Century” or “An Insidious Form of Imperialism”?
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Expanding the Empire
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The Swooshifying of the World
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Capital versus Culture: Implications and Conclusions
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Acknowledgments
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Notes
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Selected Bibliography
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Index
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Also by Walter Lafeber
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Copyright
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