An investigation into on-sourcing of advertising creativity in an emerging economy:The case of the United Arab Emirates

Howe-walsh, Liza, Turnbull, Sarah and Budhwar, Pawan (2018). An investigation into on-sourcing of advertising creativity in an emerging economy:The case of the United Arab Emirates. Journal of Business Research ,

Abstract

In a globally competitive market many organisations increasingly have challenges sourcing, developing and maintaining the skills they need to compete effectively. This study examines the less researched aspect of outsourcing from an emerging economy to a developed country. We examine why and how firms outsource advertising creativity in the United Arab Emirates (UAE). Based on the resource base view (RBV), using in-depth interviews with ‘elite’ senior advertising executives, we examine the reasons for outsourcing and the strategies used to access creative skills. The findings contribute both to theory and practice by providing new insights into why and how firms outsource to achieve competitive advantage in an emerging economy.

Publication DOI: https://doi.org/10.1016/j.jbusres.2018.07.050
Divisions: Aston Business School > Work & organisational psychology
Aston Business School > Work & organisational psychology research group
Additional Information: © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: Outsourcing,On-sourcing,Resource-based view,Rare resource,Emerging economy
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Related URLs: https://www.sci ... 3692?via%3Dihub (Publisher URL)
Published Online Date: 2018-08-03
Authors: Howe-walsh, Liza
Turnbull, Sarah
Budhwar, Pawan ( 0000-0001-8915-6172)

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Version: Accepted Version

Access Restriction: Restricted to Repository staff only until 3 February 2020.

License: Creative Commons Attribution Non-commercial No Derivatives


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