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The development process of new sponsorship deals can and could be viewed and examined as a business to business service following the principles of New Service Development. This paper appoints the emerging need of approaching the sport sponsorship development process through a business to business service model.

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This page is a summary of: The development of new sponsorship deals as new business-to-business services, Journal of Business and Industrial Marketing, June 2015, Emerald,
DOI: 10.1108/jbim-08-2012-0127.
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