Outsourcing Dilemma: The Search for Competitiveness, The

Outsourcing marketing functions

In some organizations, business functions and processes may be deemed prime candidates for outsourcing simply because they are not core to the organization’s main activities. Some functions or processes like payroll, for example, are not only non-core but also the transaction activity is irregular and can be confined to certain periods of the month. In these circumstances most people can see the advantages of outsourcing. Yet other functions are not only non-core and used infrequently, but they require specialist skills that cannot normally be justified for a single enterprise

Into this category come a variety of legal services and a range of marketing activities such as advertising and market research. Most advertising ...