Lone wolf or social monkey? The role of marketing outsourcing in the development of second-order marketing competences
Abstract
Marketing outsourcing has been increasing for decades due to its well-known benefits, even though the development of dynamic marketing capabilities can be severely damaged as a result. This study focuses on the conditions under which marketing outsourcing favors organizational learning. We found that the relationship between marketing outsourcing and second-order marketing competences resembles an inverted U curve. The first-order marketing...
Paper Details
Title
Lone wolf or social monkey? The role of marketing outsourcing in the development of second-order marketing competences
Published Date
Apr 1, 2020
Volume
86
Pages
191 - 200
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