...-creation and co-destruction and the feedback loops that cause them. Findings Through this analysis, the authors identify areas of needed research at the intersection of sport sponsorship and service. The model synthesizes the literature from service-dominant logic, sports, sponsorship, systems thinking...

.... Service is intrinsically systemic and dynamic, and systems thinking supports an understanding of systemic and dynamic phenomena. In this respect, the VSA proposes the structure-system paradigm (Barile and Saviano, 2011), which emphasizes that a distinction between structure and system implies a shift from...