Case ID: BH190
Solution ID: 16708

Marketing Whos Really Minding the Store Globally

Case Solution

In today's highly competitive global marketplace, firms have increasingly turned to outsourcing. In fact, it is not just blue collar jobs being outsourced, but white collar jobs, as well. Even marketing, "the window to the company's worldwide customer base," is feeling outsourcing pressures. Takes a look at the corporate implications of outsourcing global marketing and reports the findings of a telephone survey conducted with U.S. and Canadian marketing executives. U.S. firms were found to outsource marketing activities more frequently than Canadian firms, often at the expense of control and customer satisfaction.

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