Business process outsourcing is a popular strategy to maintain a competitive edge. Numerous business owners in developed countries with high costs of labor reduce those costs by entrusting part or all of their production to a subcontracting company. In this paper we present the factors that influence a business owner’s decision to outsource (including survival), the abilities of subcontractors, and the advantages and disadvantages of outsourcing and subcontracting.

Paper Presentations:

Technology Outsourcing and Digitalization in E-Publishing

Minaketan Dash, Aptara Inc., India

This article describes some of the tools or web and digital publishing (e-books, Mobi pockets, e-pub) that are generally used in publishing services. Application of these advanced technologies, including cloud computing, is changing the direction of publication. These tools make possible not only technological advancement but also an open and more efficient business culture (business process outsourcing), which underlies the recently launched ‘Make in India’ campaign. The article also explores the challenges and opportunities posed by using digitalization in the publishing process.

Outsourcing and Performance of Hotels in Thailand

Porpan Vachajitpan, Burapha University

Komonmanee Kettapan, Thaksin University

A study of the outsourcing by hotels in Thailand was conducted. Data from 160 hotels were analyzed and results indicated that both cost and non-cost benefits were drivers of outsourcing decisions. There were significant gaps between expectations and realizations of benefits. Outsourcing experience had a significant influence on the choices and distribution of outsourced functions. Other variables such as expectation of benefits, selection of providers, outsourcing management and future plan on outsourcing were also clearly influenced by the outsourcing experience of hotels. Perceived disadvantages, risks and obstacles to outsourcing were perceived as less important than its benefits. Management perception on hotel performance attributable to outsourcing was also found to be related to the financial result measured by the revenue to asset ratio.

Exploring Factors Affecting Marketing Adaptation/Standardization Strategies - A Study Among International Insurance Firms In Vietnam Market

Nguyen Xuan Nhi, Vietnam National University, Ho Chi Minh City

Nguyen Trung Hung, Vietnam National University, Ho Chi Minh City

Bui Quang Thong, Vietnam National University, Ho Chi Minh City

Nguyen Phuong Hoang Cuc, Vietnam National University, Ho Chi Minh City

The current trend towards globalization has created countless new business opportunities for international companies to penetrate local markets around the world. One of the challenges for entering a new market is the choice between adaptation and standardization of marketing strategy. Previous studies found seven main factors that influenced the choice of a particular strategy. Since most studies have been done in developed countries, this study aims to explore the issue in a developing country like Vietnam and how these factors affect the strategic choice. Our sampling comprises four case studies which are international insurance firms that are currently doing business in the local market. The results of this research are expected to contribute to the body of literature about marketing adaptation/standardization in emerging markets.