The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods

..................................................................................................................... 13 CHAPTER 1 – INTRODUCTION ................................................................................... 15 Purpose of the Study ..................................................................................................... 17 Contributions of the Study ............................................................................................ 18 CHAPTER 2 – LITERATURE REVIEW ........................................................................ 20 Outsourcing Defined ..................................................................................................... 20 Major Theories of Outsourcing ..................................................................................... 21 Transaction Cost Theory ........................................................................................... 21 Resource-Based View ............................................................................................... 24 Resource-Based Theories for Differential Performance ............................................... 26 The Role of Dynamic Capabilities in the Relationship between Potential ................... 31 Complementarities and Performance ............................................................................ 31 CHAPTER 3 – MODEL DEVELOPMENT AND HYPOTHESES ................................ 37 Conceptual Model and Propositions ............................................................................. 37 Empirical Model and Hypotheses ................................................................................. 43 CHAPTER 4 – RESEARCH DESIGN AND METHODOLOGY ................................... 45 Field Interviews ............................................................................................................ 45 Operationalization of the Constructs ............................................................................ 47 Task-Related Resources ............................................................................................ 48 Structural Social Capital ........................................................................................... 49 Potential Complementarities ..................................................................................... 51 Learning Dynamic Capabilities ................................................................................ 52 Outsourcing Partnership Performance ...................................................................... 54 Sampling Plan and Data Collection .............................................................................. 54 Sampling Plan ........................................................................................................... 54 Data Collection ......................................................................................................... 55 Method of Analysis ....................................................................................................... 57 CHAPTER 5 – DATA ANALYSIS AND RESULTS ..................................................... 59 Respondents` Profile ..................................................................................................... 59 Response Bias ............................................................................................................... 61 Measurement Model ..................................................................................................... 61 Common Method Bias .................................................................................................. 64 Structural Model ........................................................................................................... 66 11 Findings......................................................................................................................... 68 CHAPTER 6 – DISCUSSION .......................................................................................... 72 TABLES ........................................................................................................................... 79 TABLE 1: INITIAL SCALE FOR TASK-RELATED RESOURCES ........................ 79 TABLE 2: FINAL SCALE FOR TASK-RELATED RESOURCES ........................... 80 TABLE 3: INITIAL SCALE FOR STRUCTURAL SOCIAL CAPITAL ................... 81 TABLE 4: FINAL SCALE FOR STRUCTURAL SOCIAL CAPITAL ...................... 82 TABLE 5: FINAL SCALE FOR POTENTIAL COMPLEMENTARITIES ............... 83 TABLE 6: FINAL SCALE FOR LEARNING DYNAMIC CAPABILITIES ............. 84 TABLE 7: INITIAL SCALE FOR OUTSOURCING PARTNERSHIP PERFORMANCE ......................................................................................................... 85 TABLE 8: FINAL SCALE FOR OUTSOURCING PARTNERSHIP PERFORMANCE ......................................................................................................... 86 TABLE 9: SMA ANNUAL SALES REVENUE ......................................................... 87 TABLE 10: SMA COMPANY SIZE ........................................................................... 88 TABLE 11: CPG COMPANY SIZE ............................................................................ 89 TABLE 12: CPG ANNUAL SALES REVENUE ........................................................ 90 TABLE 13: YEARS OF WORKING RELATIONSHIP BETWEEN SMA AND CPG ....................................................................................................................................... 91 TABLE 14: DEPENDENCY CHARACTERISTICS OF HQ SELLING .................... 92 TABLE 15: FIRST MEASUREMENT MODELOVERVIEW ................................. 93 TABLE 16: FIRST MEASUREMENT MODELITEM LOADINGS ....................... 94 TABLE 17: FIRST MEASUREMENT MODELCONSTRUCT CORRELATIONS AND SQUARE ROOT AVES...................................................................................... 95 TABLE 18: FIRST MEASUREMENT MODELCROSS LOADINGS .................... 96 TABLE 19: FIRST MEASUREMENT MODELT-STATISTICS FOR ITEM LOADINGS .................................................................................................................. 97 TABLE 20: SECOND MEASUREMENT MODELOVERVIEW ............................ 98 TABLE 21: SECOND MEASUREMENT MODELITEM LOADINGS .................. 99 TABLE 22: SECOND MEASUREMENT MODELCONSTRUCT CORRELATIONS AND SQUARE ROOT AVES .................................................... 100 TABLE 23: SECOND MEASUREMENT MODELCROSS LOADINGS ............. 101 TABLE 24: SECOND MEASUREMENT MODELT-STATISTICS FOR ITEM LOADINGS ................................................................................................................ 102 TABLE 25: COMMON METHOD BIASSIGNIFICANCE OF ITEM LOADINGS (BOOTSTRAP OUTPUT) .......................................................................................... 103