Increasing globalization has made companies focus more on their outsourcing decisions. Moving beyond the tactical companies have begun to incorporate outsourcing as a strategic weapon in their armory. This article expands on this theme by highlighting the need for understanding this key issue...

This article presents an empirical test of organizational identification in the context of customer–company (C-C) relationships. It investigates whether customers identify with companies and what the antecedents and consequences of such identification are. The model posits that perceived...