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


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.

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Divisions: College of Business and Social Sciences > Aston Business School > Work & Organisational Psychology
College of Business and Social Sciences > Aston Business School > Aston India Foundation for Applied Research
Additional Information: © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Uncontrolled Keywords: Outsourcing,On-sourcing,Resource-based view,Rare resource,Emerging economy
Publication ISSN: 1873-7978
Last Modified: 15 Apr 2024 07:28
Date Deposited: 16 Aug 2018 08:19
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Related URLs: https://www.sci ... 3692?via%3Dihub (Publisher URL)
PURE Output Type: Article
Published Date: 2019-10-01
Published Online Date: 2018-08-03
Accepted Date: 2018-07-30
Authors: Howe-walsh, Liza
Turnbull, Sarah
Budhwar, Pawan (ORCID Profile 0000-0001-8915-6172)

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