A hostile tale of disclosure and betrayal: Business perceptions of offshoring services

Sven Tuzovic; Rory Mulcahy; Rebekah Russell-Bennett

doi:10.1016/j.indmarman.2021.12.009

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A hostile tale of disclosure and betrayal: Business perceptions of offshoring services

Journal article

Peer reviewed

A hostile tale of disclosure and betrayal: Business perceptions of offshoring services

Sven Tuzovic, Rory Mulcahy and Rebekah Russell-Bennett

Industrial Marketing Management, Vol.102, pp.74-88

2022

DOI: https://doi.org/10.1016/j.indmarman.2021.12.009

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Abstract

Offshoring

B2B

Perceived betrayal

Emotions

Hostility triad

Underpinned by affect infusion theory, this study investigates whether the disclosure of business-to-business (B2B) services being offshored leads to a negative emotional response, known as the hostility triad, and a sense of betrayal. A 2 × 2 survey experiment was employed, manipulating disclosure (disclosure vs. non-disclosure) and temporality of disclosure (past vs. future), and analyzed using ANOVAs and structural equation modeling. The results revealed that non-disclosure of offshoring of B2B services leads to significantly higher levels of negative emotions. Temporality of disclosure is also shown to play a moderating role. Further, modeling demonstrates that the hostility triad of emotions could be considered as a cumulative rather than a discrete set of emotions. These findings provide important implications for future theorizing regarding emotions in B2B marketing as well as policy implications regarding disclosure of relationship conditions.

Details

Title: A hostile tale of disclosure and betrayal: Business perceptions of offshoring services
Authors: Sven Tuzovic (Author) - Queensland University of Technology
Rory Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Rebekah Russell-Bennett (Author) - Queensland University of Technology
Publication details: Industrial Marketing Management, Vol.102, pp.74-88
Publisher: Elsevier Inc.
DOI: 10.1016/j.indmarman.2021.12.009
ISSN: 1873-2062
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99596708802621
Output Type: Journal article

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business; Management

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