Journal of International Consumer Marketing
As globalization intensifies, multinational companies are not only compelled to expand their operations, but are also facing greater pressure to enhance productivity and concomitant return on investment (ROI). One way to achieve cost efficiencies is by offshoring selected business operations to overseas firms. Such offshoring, however, has generated public concern and, in some cases, outrage. Angst against offshoring is based on many perceptions, including perceived job losses and damage to domestic industries. In the wake of this threat, multinational firms in Europe and North America confront a public relations problem in justifying their offshoring activities. Yet, no systematic study has investigated why some consumers feel threatened by offshoring while others do not. Our study addresses this concern by using Americans as a sample. We show that economic threat and consumer ethnocentrism have a negative impact on offshoring attitudes while perceived quality of services delivered by offshore firms has a positive effect. Implications are discussed.
Durvasula, Srinivas and Lysonski, Steven, "How Offshore Outsourcing is Perceived: Why Do Some Consumers Feel More Threatened?" (2009). Marketing Faculty Research and Publications. 34.