Offshoring and Marketing
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Bharadwaj, N. 2010. Offshoring and Marketing. Wiley International Encyclopedia of Marketing. 6.
- 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.
- country of origin;
- call centers;
- customer relationship management;
- voice-to-voice service encounters;
- geographic location;