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

    Research output: Contribution to journalArticlepeer-review

    137 Downloads (Pure)

    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.
    Original languageEnglish
    Article number0
    Pages (from-to)356-364
    Number of pages9
    JournalJournal of Business Research
    Volume103
    Early online date3 Aug 2018
    DOIs
    Publication statusPublished - 1 Oct 2019

    Keywords

    • outsourcing
    • on-sourcing
    • resource-based view
    • rare resource
    • merging economy

    Fingerprint

    Dive into the research topics of 'An investigation into on-sourcing of advertising creativity in an emerging economy: the case of the United Arab Emirates'. Together they form a unique fingerprint.

    Cite this