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Keywords: NSD process
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Journal Articles
Journal of Business & Industrial Marketing (2015) 30 (5): 552–561.
Published: 01 June 2015
... football clubs and two sponsoring organisations, one major sponsor for each club. One of the dyads involved a brand new sponsorship deal and the other a renewal. Findings – Results showed that in both dyads, the development process of the new service follows the NSD process of other complex...
