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

Volume: 103, Pages: 356 - 364
Published: Oct 1, 2019
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’...
Paper Details
Title
An investigation into on-sourcing of advertising creativity in an emerging economy: The case of the United Arab Emirates
Published Date
Oct 1, 2019
Volume
103
Pages
356 - 364
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.