TY - JOUR
T1 - A framework for offshoring marketing processes in business-to-business marketing relationships
AU - Sharma, Arun
AU - Iyer, Gopalkrishnan R.
AU - Raajpoot, Nusser A.
PY - 2009/5/1
Y1 - 2009/5/1
N2 - Outsourcing has been a prominent aspect of business strategies in the last three decades. Outsourcing of manufacturing processes is now complemented with outsourcing of various marketing process as well. More importantly, outsourcing to foreign locations - offshoring - has increased for marketing processes in recent years. In this context, the present paper develops a model that identifies the types of marketing interactions and processes that can be offshored in business-to-business markets. We suggest that the decision to offshore marketing processes and interactions depend upon the interaction process that is preferred and the importance of interaction process itself. Marketing interactions that are not critically important and/or those that can be performed through technology can be easily offshored. However, other marketing processes need to be examined in depth before being offshored. Implications for research and practice in the area of offshoring, as well as in the broader area of outsourcing, are also highlighted.
AB - Outsourcing has been a prominent aspect of business strategies in the last three decades. Outsourcing of manufacturing processes is now complemented with outsourcing of various marketing process as well. More importantly, outsourcing to foreign locations - offshoring - has increased for marketing processes in recent years. In this context, the present paper develops a model that identifies the types of marketing interactions and processes that can be offshored in business-to-business markets. We suggest that the decision to offshore marketing processes and interactions depend upon the interaction process that is preferred and the importance of interaction process itself. Marketing interactions that are not critically important and/or those that can be performed through technology can be easily offshored. However, other marketing processes need to be examined in depth before being offshored. Implications for research and practice in the area of offshoring, as well as in the broader area of outsourcing, are also highlighted.
KW - Business-to-business marketing
KW - Marketing interactions
KW - Offshoring risks and benefits
KW - Outsourcing
KW - Relationship management
UR - http://www.scopus.com/inward/record.url?scp=67349136812&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=67349136812&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2009.03.007
DO - 10.1016/j.indmarman.2009.03.007
M3 - Article
AN - SCOPUS:67349136812
VL - 38
SP - 419
EP - 425
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 4
ER -