Toronto Raptors: Joining The National Basketball Association

Toronto Raptors Case Study Introduction The Toronto Raptors joined the National Basketball Association in 1995, marking the NBA’s first expansion outside the United States. Since then, the Raptors have evolved into one of the most successful franchises in the league, securing six division titles and three conference titles to date. The peak of their success came during the 2019 season when they won their first NBA championship. The Raptors’ impact goes beyond the court as they have attracted a diverse fan base and completely changed the reputation of Canadian basketball. This journey from their establishment in 1995 to their remarkable 2019 NBA championship exemplifies not only their on-court success, but also their profound cultural impact

They also teamed up with many sponsors and partners to spread the word about the team to help bring in some cash flow to keep things running smoothly and efficiently. Even though there is a lot happening behind the scenes, the Raptors have a strong culture that they are very well known for. This team is all about diversity and competition, and they've made a big impact on the city of Toronto. Being the only NBA team in Canada, they are a pretty special and unique group that carry their own special vibe. The Raptors are a massive machine with various moving parts. Each part has its own job to do, but they all need to work together as one to keep the team running smoothly and efficiently. And even though it can get very complicated, the Raptors know how to make it all work. Cultural Analysis The Raptors, like all NBA teams, come with a huge culture and sense of identity. Looking at Edgar Schein’s iceberg model, we can see the artifacts at the tip of the iceberg. However, the espoused values and basic assumptions are hidden beneath the surface and not easily identifiable to the public. The iceberg starts with artifacts such as the highly recognizable Raptors

When looking deeper into the iceberg model, we look for the espoused values within the organization. The team shows espoused values of hustle on the court, competitiveness and drive to win, while promoting diversity and equity off the court. The team exemplifies their values through the signings and trades they make to better the team and its internal culture. The team also has speciality promotion nights to celebrate groups of people such as those with Filipino heritage, Caribbean heritage, and members of the LGBTQ (“Featured Specialty Night”). Concluding Schein’s iceberg model are the very hidden basic assumptions. Basic assumptions within the Toronto Raptors organization revolve around a commitment to excellence, teamwork, and dedication to achieving success both on and off the court. These assumptions form the foundation of the team's culture, shaping how players, coaches, and staff interact and operate within the organization. Key to these assumptions is the belief in continuous improvement and a winning mindset, which is important to gathering