Impact of Outsourcing on Business-to-Business Marketing: An Agenda for Inquiry

Industrial Marketing Management, Vol. 84, No. 4, pp. 276-278, 2009

3 Pages Posted: 6 Apr 2010

See all articles by Michael Ahearne

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Prabakar Kothandaraman

Drexel University - Department of Marketing

Date Written: 2009

Abstract

Increasing globalization has made companies focus more on their outsourcing decisions. Moving beyond the tactical companies have begun to incorporate outsourcing as a strategic weapon in their armory. This article expands on this theme by highlighting the need for understanding this key issue from business marketing and sales perspective and pointing to some interesting research issues on the topic. The article also introduces this special issue, briefly discusses the six special issue articles and provides a framework that integrates their contributions to our understanding of strategic outsourcing.

Keywords: Outsourcing, Business Marketing, Marketing Strategy, Value Creation

JEL Classification: M30

Suggested Citation

Ahearne, Michael and Kothandaraman, Prabakar, Impact of Outsourcing on Business-to-Business Marketing: An Agenda for Inquiry (2009). Industrial Marketing Management, Vol. 84, No. 4, pp. 276-278, 2009, Available at SSRN: https://ssrn.com/abstract=1584723

Michael Ahearne (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Prabakar Kothandaraman

Drexel University - Department of Marketing ( email )

United States

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