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When outsourcing fragments:customer creativity and Technological Transmutations

Pehlivan, Ekin and Berthon, Pierre R. and Pitt, Leyland F. and Chakrabarti, Ronika (2013) When outsourcing fragments:customer creativity and Technological Transmutations. Production Planning and Control, 24 (4-5). pp. 284-293. ISSN 0953-7287

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Abstract

One of the most fundamental decisions made in firms is about what functions or activities the firm should perform within its own hierarchy, and which of these it should rely on the market to perform. Outsourcing is ‘an agreement in which one company contracts out a part of their existing internal activity to another company’. However, this article contends that outsourcing has changed, and is changing in ways that make the application of neat, legal and technically correct definitions hard to use, and even harder to apply in strategy. Under the new outsourcing paradigm, technology is not a passive ‘substance’, rather it is an active ‘force’. We aim to look at the ways in which technologies are re-shaped and transmuted by consumers. Through this analysis, we add the consumer activity to the conventional definition of outsourcing. We focus on one of the most highly anticipated and influential new products of 2007 – the Apple iPhone.

Item Type: Article
Journal or Publication Title: Production Planning and Control
Uncontrolled Keywords: outsourcing ; consumer generated advertising ; technological transmutations ; consumer creativity
Subjects: UNSPECIFIED
Departments: Lancaster University Management School > Marketing
ID Code: 52070
Deposited By: ep_importer_pure
Deposited On: 16 Dec 2011 12:42
Refereed?: Yes
Published?: Published
Last Modified: 19 Dec 2013 15:24
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/52070

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