Taking Your Talents to Business Communications: Analyzing Effective Communication Through LeBron James's Career Moves

Manisaligil A. , Bilimoria D.

JOURNAL OF MANAGEMENT EDUCATION, vol.40, no.6, pp.769-793, 2016 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 40 Issue: 6
  • Publication Date: 2016
  • Doi Number: 10.1177/1052562916665657
  • Page Numbers: pp.769-793


We describe an in-class activity that helps students improve their skills in media selection and use to reinforce effective communication. The activity builds on media richness and channel expansion theories through an examination of the media selection and use of NBA athlete LeBron James and Cleveland Cavaliers majority owner Dan Gilbert during James's career moves. We utilize three minicase studies highlighting James's and Gilbert's videos and open letters. We provide guidelines for preparing and implementing the activity and present students' reactions through their in-class participation and quantitative survey responses. Student evaluations, collected from both a required undergraduate course and a graduate elective course, indicate that students found this activity engaging and effective in achieving the learning objectives. In addition to business communication courses, this in-class activity may be used in other courses including organizational behavior, introduction to business and management, leadership, human resources management, introduction to public relations, and crisis management.