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Building mutual rewarding sponsor relationship between museums and corporations.
Casado-Molina, Ana María; Alarcón-Urbistondo, María del Pilar
; van Riel, Cees B.M. (Taylor & Francis, 2023)
This paper proposes a theoretical model for the holistic description of the conditions to be met for a mutually beneficial relationship between museums and sponsoring corporations, from the perspectives of both parties. ...