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Keywords: Resource-based view
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2021) 22 (2): 240–261.
Published: 29 May 2020
...Tommasina Pianese Purpose This study aims at understanding how professional sports events compete with each other to attract spectators, sponsors and media coverage, by referring to the resource-based view (RBV) theory, which interprets firms as a bundle of idiosyncratic resources and capabilities...
