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首页> 外文期刊>Journal of Business Research >An investigation into on-sourcing of advertising creativity in an emerging economy: The case of the United Arab Emirates
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An investigation into on-sourcing of advertising creativity in an emerging economy: The case of the United Arab Emirates

机译：新兴经济体中广告创意外包的调查：以阿拉伯联合酋长国为例

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摘要

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.
机译：在全球竞争激烈的市场中，许多组织在寻找，开发和维护有效竞争所需的技能方面日益面临挑战。本研究考察了从新兴经济体向发达国家外包的研究较少的方面。我们研究了为什么以及如何在阿拉伯联合酋长国（UAE）外包广告创意。基于资源基础视图（RBV），通过与“精英”高级广告主管的深入访谈，我们研究了外包的原因以及获取创新技能的策略。通过提供有关企业为何以及如何外包以在新兴经济体中获得竞争优势的新见解，这些发现为理论和实践做出了贡献。

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