Standard Article

Offshoring and Marketing

Part 6. International Marketing

  1. Neeraj Bharadwaj

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06059

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bharadwaj, N. 2010. Offshoring and Marketing. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Temple University, Philadelphia, PA, USA

Publication History

  1. Published Online: 15 DEC 2010


Although offshoring has become ubiquitous in business practice, it has attracted only minimal academic attention. This article briefly describes current marketing research that has examined the impact of offshoring on customer appraisals and also current operations research that has assessed its ability to affect cost savings. It also identifies some more interesting opportunities in offshoring and marketing that await learning, including integrating thinking from marketing and operations research to better understand when cutting costs by engaging in offshoring may come at the expense of weakening customer relationships.


  • offshoring;
  • country of origin;
  • call centers;
  • customer relationship management;
  • voice-to-voice service encounters;
  • geographic location;
  • outsourcing