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B2B Relationship Underpinnings of Outsourcing - Abstract


Rajan Varadarajan (, Texas A&M University


Often, the strategic underpinnings of the competitive marketing strategies pursued by firms in business-to-consumer markets (B2C markets) can be traced to cooperative relationships in the business-to-business (B2B) arena. Cases in point include long standing business practices such as strategic alliances (an inter-organizational cooperative relationship that entails the pooling of skills and resources by the alliance partners in order to achieve one or more common goals, as well as the specific goals of individual alliance partners) and outsourcing (an organization contracting with another organization to perform an activity that was erstwhile performed in-house). Cause-related marketing that entails cooperation between a for-profit and a not-for-profit organization and innovations that require close cooperation between the focal firm and upstream supplier firms also exemplify the business-to-business relationship underpinnings of business-to-consumer marketing strategy.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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