Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing‐related field seems to be rather...

Offers a discussion on the interorganizational network approach as an interesting, alternative avenue for the development of sponsorship research. An example of how to describe and analyze a sport sponsorship arrangement case, using the interorganizational network approach as a theoretical frame...

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as...

Purpose – This paper aims to explore how companies access resources through network relationships when developing service innovations. The paper identifies the types of resource that companies seek from other actors and examines the nature of relationships and resource access strategies that...