Against the common wisdom, we show that the development of new marketing capabilities is an equally challenging task for marketing functions with both low and high knowledge intensity. Firms that will consider them can develop a knowledge-based competitive advantage while still enjoying the benefits of outsourcing. Our findings provide learning-related criteria for the outsourcing decision. Thus, any firm has an optimum level of beneficial outsourcing that depends on how skilled it is in the outsourced marketing function and its ability to assimilate and apply new knowledge.
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