Bounded rationality or bounded morality? The National Basketball Association response to COVID-19

Abstract

ABSTRACT Research question The COVID-19 pandemic created a crisis rife with complexity and ethical dilemmas for sport organizations. The purpose of this study is to examine the decision-making process of one such organization, the National Basketball Association (NBA), during the pandemic. Specifically, we draw from theories on decision-making and business ethics to understand how decisions were made. Research methods We conducted an inductive qualitative content analysis on NBA media coverage between 21 January and 10 July 2020. A total of 152 articles were identified and included in an analysis from ESPN.com, the most prominent sports news outlet in the United States. Results and findings Findings suggest that decision-making in the NBA was characterized by the cognitive limits of bounded rationality and the moral limits of bounded morality. The NBA’s decision-making process swayed between caution and risk as priorities shifted, with the league, teams, and players focusing on various repercussions to health and safety, finances, and competitive advantage. Implications This research expands understanding of how crises such as a pandemic impact decision-making in sport organizations. In addition, it highlights how bounded rationality and morality affect decision-making in situations that are complex, time-sensitive, and include moral conflicts, which sport organization leaders may frequently encounter.