Outsourcing caveats

March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p7
The article discusses a study regarding outsourcing in marketing. Research has suggested that development of a customer orientation and the geographical location of a customer service provider can affect the success of outsourcing. Researchers Alka Citrin, Stefan Wuyts and Aric Rindfleisch suggest a customer orientation improves the chances of choosing a customer service provider that fits customer needs. The researchers suggest that companies in the European Union (EU) that staff customer service providers with cheap labor are less effective and that costs saved by outsourcing may be negated by the effect on customer service.


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