Consumer Engagement with Self-Expressive Brands - Free Essay Example

Sample details Pages: 8 Words: 2440 Downloads: 3 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Level High school Did you like this example? Consumer Engagement and Brands 1 Consumer Engagement with Self-Expressive brands: Brand love and Word of Mouth (WOM) Abstract Self-expression in brands nowadays is being understood as the capability of the brand to allow the customer to alter it as per his own identity The following study strives to understand consumer engagement with self-expressive brands leading to brand advocacy by consumers using positive Word Of Mouth and Brand Acceptance. Its main objective is to determine whether brand advocacy for self-expressive brands is performed well with Word of Mouth or by Brand Acceptance. This study will be carried out using surveys, interviews, internet depictions and several research studies already conducted in this regard. Don’t waste time! Our writers will create an original "Consumer Engagement with Self-Expressive Brands" essay for you Create order Table of Contents 1. Introduction 1.1. Background of the Study 1.2. Problem Statement 1.3. Research Questions 1.4. Objective of the Study 1.5. Significance of the Study 2. Literature Review 2.1. Previous Works 2.2. Literature Gap 3. Conceptual Model 3.1. Variables of Interest 3.2. Appropriate Model for the Study 4. Research Methodology 4.1. Population 4.2. Sample and Size 4.3. Data Collection Method and Sources 4.4. Instrument 4.5. Time Schedule 5. References Consumer Engagement with Self-Expressive brands: Brand love and Word of Mouth (WOM) 1. Introduction 1.1. Background of the Study Consumer engagement is being considered nowadays as an important research topic as it is proving to be providing an improved academic insight into the behavior of consumer in complicated, shared and co-creative environments (Koller, 2009). In theory, consumer engagement is understood to be larger sphere of relationship marketing (Kozinets, et. al. 2010). It is considered largely that consumer engagement is merely the detail of relationship marketing theory. Specified interactive consumer experience formulates consumer engagement. For this reason consumer engagement holds the central position in the marketing system (Kozinets, et. al. 2010). Consumer engagement has been defined as the degree of the presence a customers physical, cognitive and emotional aspects in their relationship with an organization. Consumer engagement with self-expressive brands has an amplified effect. 1.2. Problem Statement Self-expression in brands nowadays is being understood as the capability of the brand to allow the customer to alter it as per his own identity (Keller, Parameswaran, Jacob, 2011). For instance, Freestyle fountain drink machines, were recently introduced by Coke in order to provide its customers with the option to mix selections from more than 100 choices into a drink of their own making. Other than expressing his identity through choice in the brand a customer can also express his identity by modifying the brand. Examples of such a modification can range from selecting the ringtone that one prefers to the personalizing the desktop of a computer. Self-expressive brands have also increased due to the fast increase in social networking platforms and communication between individuals (Keller, Parameswaran, Jacob, 2011). This study strives to understand consumer engagement with self-expressive brands leading to brand advocacy by consumers using positive Word Of Mouth and Brand Acceptance. 1.3. Research Questions The following two questions will be answered in this research: Does Word of Mouth prove to be a better method of Brand Advocacy for consumers engaged with self-expressive brands? Does Brand Acceptance prove to be a better method of Brand Advocacy for consumers engaged with self-expressive brands? 1.4. Objective of the Study The objective of the study is to determine whether brand advocacy for self-expressive brands is performed well with Word of Mouth or by Brand Acceptance. 1.5. Significance of the Study The importance of this study can be understood by the need to understand the impact of rapidly rising areas of self-expression on the sale or promotion of a given brand as it is directly affecting it. 2. Literature Review 2.1. Previous Works The social identities of consumers are enhanced by the environments provided by Facebook, YouTube, and Twitter which allows them to voice their opinions and discover others that share the same opinions (Keller, Parameswaran, Jacob, 2011). Their identities are further expressed, in fact they become capable enough to develop new personalities with the help of virtual reality games, such as Second Life and The Sims. This unparalleled access to personally relevant self-expressive schemes and information raises a potential question; how the rapid growth in the means of self-expression does affect the opinion and decision of the customer about the product (Koller, 2009). This self-expression causes the consumer to develop love for Brand. According to Wirtz, et. al. (2013), Brand love is a predecessor to brand loyalty and satisfaction is an ancestor to brand love. Consequently, brand love ensues as the strong connection between brand loyalty and customer satisfaction (Keller, Paramesw aran, Jacob, 2011). If a person keeps being satisfied with a brand over a longer period of time, then it can be said that satisfaction will get changed into an affecting and passionate connection with the brand. This connection is more like affection, devotion and love. Ismail, Spinelli (2012 state brand love as a mixture of feeling, sentiments, and passion. Another researcher of Batra, Ahuvia, Bagozzi (2012) define it as it is the thing which has long term loyalty to the brand along with feelings and passion. Followed by this, it is believed that loving a brand, not simply satisfaction, is a step on the road to loyalty. For this, marketers need to make a plan to have ways to make satisfied customers love a brand and become loyal customers (Batra, Ahuvia, Bagozzi, 2012). Once brand love takes hold of a consumer his first impulse becomes brand advocacy which can be done by two methods; Word of Mouth and Brand Acceptance. For many years, word of mouth (WOM) has been known as a main power on what people identify, believe and do. Earlier, interpersonal influence was worked on. The book Rhetoric (Aristotle, trans. Roberts, 1924) highlights the influential and convincing implication of three artistic proofs a speaker controls: ethos, pathos and logos. Ethos is the ethical and personal appeals of a speaker (Ind, Iglesias, Schultz, 2013). It consists of various ways in which a speaker can plan his/her characteristics in an attempt to bring forth belief on the listenerà ¢Ã¢â€š ¬Ã¢â€ž ¢s part. Pathos includes the emotional pleas of the speaker. Logos are the base of logical discussion. Alamgir, et. al. (2011) point out the impact of word of mouth on consumers through his influential review of derived connection between social sciences and consumer behavior. Expertsà ¢Ã¢â€š ¬Ã¢â€ž ¢View (2013) works on WOM to persuade ignorant experimental subjects, in spite of clearly noticeable proof to the contrary, marketing management agreed that advertis ing is one of some pressures on a personà ¢Ã¢â€š ¬Ã¢â€ž ¢s attitudes and not that much important than such persuasion as personal observation and peers (Brodie, et. al. 2013). In general, this research works as a foundation that declare WOM as more powerful on behavior than other marketer-controlled sources. Undeniably, it has been examined that WOM can be more significant and dominant than neutral print resources like Which and Consumer Reports. It has been analyzed that WOM has a great impact on various situations: consciousness, expectations, awareness, feelings, behavioral intentions and attitudes. Fournier, Lee (2009)wrap up with the view that WOM is more essential than advertising when one wants to increase awareness of an innovation and in making safe the decision in order to test the product. Silverman (2011) concludes that this was because of the elasticity and source reliability of interpersonal communication. He figures out that WOM was nine times as effective as adv ertising at changing adverse or nonaligned tendencies and implementing more affirmative, activists, and positive approaches (Schmitt, 2012). Brand acceptance is the instinct of the customer that comes after he decides he appreciates the brand and falls in love with it (Chu, Kim, 2011). It encompasses the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s ability to accept the brand because of its name or reputation rather than judging it by its present or current state. For example, the brand Mcdonalds would never be tested for the hygiene of its products because it is renowned in the world to serve the best quality of all (Hollebeek, 2011). Another type of acceptance that customer adheres is the minor default or flaw in the brand that the customer chooses to overlook in order to maintain a regular consumption of the product (Chu, Kim, 2011). This should not be intermixed with Brand forgiveness as that entails a deeper meaning than acceptance. 2.2. Literature Gap One of the notions that should have been discussed here is that of the Brand Forgiveness. It poses a vital gap in literature which needs to be studied. Brand forgiveness pertains to the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s love for the brand being so extensive that he overlooks the fault in the brand or its marketing or its make (Vivek, 2009). It is the step that comes after Brand loyalty because once a customer has indentified a brand the question that faces him is whether or not to make continued used of it. With regard to consumer engagement with self-expressive brands, Brand forgiveness ought to have been kept in mind. 3. Conceptual Model 3.1. Variables of Interest 3.2. Appropriate Model for the Study As this study focuses on the brand advocacy by two methods namely Word of Mouth and Brand Acceptance, it has been inspired by a conceptual model described below: Engagerà ¢Ã¢â‚¬Å¾Ã‚ ¢ is a strategic framework for evolving and measuring effective and an encompassing marketing engagement. It expresses the new ways brands and communications have adopted. It generates experiences that are much more strong and involving (Gambetti, Graffigna, 2010). It displays explicit instruction and insight to improve brand relations and increase prospective sale and profit ratios. For contemporary research in brands, Engager provides a great framework. It is a qualitative and quantitative approach both for proper understanding of the customers in the new, modern and rapidly growing world (Gambetti, Graffigna, 2010). Global insight and several studies have been taken into account under this framework. To obtain positive impact on decision making and engaging in fruitful relations, Engager has recognized nine major key areas. 4. Research Methodology This study will be carried out using surveys, interviews, internet depictions and several research studies already conducted in this regard. 4.1. Population It will take the lively population of Islamabad from Pakistan. 4.2. Sample and Size Through random sampling, we will choose a sample of 100 youngsters aged between 18 to 25 years, belonging from middle to upper classes of the population. 4.3. Data Collection Method and Sources The data will be collected using questionnaires in the survey, interviews and internet depictions as primary tools while researches conducted by other authors will be treated as the secondary source of data. 4.4. Instrument SPSS Statistics is software through which one can manage and calculate a wide range of statistics. The clearest use for SPSS is to use the software to run statistical tests. SPSS has all of the most broadly used statistical tests included in it (Hollebeek, 2011). Thus, now people do not have to do any mathematical equations by hand. SPSS is used to have more accurate results that can be justified. SPSS will be used to analyse the collected data. Different tests, like reliability, correlations, Anova and other suitable tests will be run on the collected data to come up with the results. 4.5. Time Schedule Sept, 14 1st week 1st week 1st week 2nd week 2nd week Tasks Define aims and objectives Make research questions Draft research method and strategy Review literature Completed research proposal Further review of literature Construct survey Conducted surveys Analyze data Results and conclusions Prepare draft report Write dissertation 5. References Alamgir, M., Nasir, T., Shamsuddoha, M., Nedelea, A. (2011). Influence of brand name on consumer decision making process-an empirical study on car buyers.The USV Annals of Economics and Public Administration,10(2), 142-153. Retrieved from: https://annals.seap.usv.ro/index.php/annals/article/viewFile/295/302 Batra, R., Ahuvia, A., Bagozzi, R. P. (2012). Brand love.Journal of Marketing,76(2), 1-16. Retrieved from: https://www.rotexcontrols.nl/wp-content/uploads/2013/06/artikel-5.3.pdf Brodie, R. J., Ilic, A., Juric, B., Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis.Journal of Business Research,66(1), 105-114. Chu, S. C., Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.International Journal of Advertising,30(1), 47-75. Retrieved from: https://j.pelet.free.fr/publications/reseausociauxnumeriques/Determinants_of_consumer_engagement_in_electronic_word-of-mouth_ (eWOM)_in_social_networking_sites.pdf Expertsà ¢Ã¢â€š ¬Ã¢â€ž ¢View, B. (2013). Brand Identity Development and the Role of Marketing Communications.International Research Journal,11(1), 61-78. Retrieved from: https://www.fm.upr.si/zalozba/ISSN/1581-6311/11_061-078.pdf Fournier, S., Lee, L. (2009). Getting brand communities right.Harvard business review,87(4), 105-111. Retrieved from: https://hbr.org/download/getting-brand-communities-right/R0904K-PDF-ENG/R0904K-PDF-ENG.PDF Gambetti, R. C., Graffigna, G. (2010). The concept of engagement.International Journal of Market Research,52(6), 801-826. Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes.Journal of strategic Marketing,19(7), 555-573. Retrieved from: https://www.tandfonline.com/doi/abs/10.1080/0965254X.2011.599493 Ind, N., Iglesias, O., Schultz, M. (2013). Building Brands Together.California Management Review,55(3). Retrieved from: https://majkenschultz.com/wp-content/uploads/Acade mic%20Publications/Building%20Brands%20Together.2013.pdf Ismail, A. R., Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers.Journal of Fashion Marketing and Management,16(4), 386-398. Keller, K. L., Parameswaran, M. G., Jacob, I. (2011).Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India. Retrieved from: https://cerita-silat.mywapblog.com/files/course-syllabus-gestion-d.pdf Koller, V. (2009). Brand images: Multimodal metaphor in corporate branding messages.Multimodal metaphor,11, 45. Retrieved from: https://books.google.com.pk/books?hl=enlr=id=dodSTYriz2ICoi=fndpg=PA45dq=Consumer+Engagement+with+Self-Expressive+brandsots=DvJILFmRDzsig=3WUm4100DJ_LCSWd_I1HxEL-tKY#v=onepageq=Consumer%20Engagement%20with%20Self-Expressive%20brandsf=false Kozinets, R. V., De Valck, K., Wojnicki, A. C., Wilner, S. J. (2010). Networked narratives: understanding wo rd-of-mouth marketing in online communities.Journal of marketing,74(2), 71-89. Retrieved from: https://www.etnografiadigitale.it/wp-content/uploads/2012/04/Networked_Narratives_JM2010_Final_SM.pdf Schmitt, B. (2012). The consumer psychology of brands.Journal of Consumer Psychology,22(1), 7-17. Retrieved from: https://www.183degrees.com/JCS%20Jan12.pdf Silverman, G. (2011).Secrets of Word-of-Mouth Marketing: How to trigger exponential sales through runaway word of mouth. AMACOM Div American Mgmt Assn. Retrieved from: https://books.google.com.pk/books?hl=enlr=id=NBO-l59EPuUCoi=fndpg=PR5dq=Brand+love+and+Word+of+Mouth+ots=uqs7wDoAMlsig=k9UvAg1xRtyL1KHnYJPGZbDJrWQ#v=onepageq=Brand%20love%20and%20Word%20of%20Mouthf=false Vivek, S. D. (2009).A scale of consumer engagement(Doctoral dissertation, The University of Alabama TUSCALOOSA). Retrieved from: https://acumen.lib.ua.edu/content/u0015/0000001/0000096/u0015_0000001_0000096.pdf Wirtz, J., den Ambtman, A., Bloemer, J., HorvÃƒÆ ' ¡th, C., Ramaseshan, B., van de Klundert, J., Kandampully, J. (2013). Managing brands and customer engagement in online brand communities.Journal of Service Management,24(3), 223-244. Retrieved from: https://bschool.nus.edu.sg/Marketing/Jochen%20papers/WirtzetalJOSM2013OnlineBrandCommunities.pdf

Leadership Styles And Leadership Style - 1026 Words

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Lessons From Teaching Millennials Free Essays

Their Comfort Zones and Ours Kenneth Stewart, one who professed at college and taught high school, wrote an article about his learning with teaching called â€Å"Lessons From Teaching Millennial†. In the article, he told us about his 2005-6 classes. He wanted to share his observations about their behavior, his teaching mistakes while working with them, and his beliefs about how we can best work with the current generation of college students. We will write a custom essay sample on Lessons From Teaching Millennials or any similar topic only for you Order Now He believes that students should be both challenged and patiently taught while the teachers and students move outside their comfort zones. Stewart told us that when a big gap developed between his expectations of the students and theirs of themselves, he asked them their reactions to the course. Most of them agreed that the course was more demanding then they thought It would be even though he had the same standards he had asked of students he taught In the asses, ‘ass, and ‘ass. He noticed that they were less motivated and thought that he was responsible for their learning instead of themselves. For the next semester, he decided to move his expectations closer to what his students thought they would expect. He gave them ore options like whether they wanted to present their research to the entire faculty. He also agreed to the classes suggestion of written versions of his oral pre-exam reviews and the average grade on the tests climbed to mid-level Bi’s. Stewart noticed that many students submitted brief drafts and rarely seemed to be proofread. He soon learned reviews helped them to memorize for exams but didn’t cause thoughtful reading or understanding. At the end of the course, he concluded that moving the class closer to their comfort zone, was successful for their opinions of them and their grades, but they didn’t really learn the content. When Stewart was focused so much on his students’ actions and attitudes, he realized he presented an image of teaching that was incomplete. He was so distracted by the classes issues that he lost touch of the less vocal students. He read a review from a female student that made him open his eyes and discover that he made many mistakes in planning the spring course and his instructional decisions. Stewart agreed to the fact that it was easier to describe his students’ flaws than his own. The main mistake he made in the planning of his spring course was that he was attempting to gain back his self confidence as a teacher. He never considered that the reviews encouraged less understanding. He stated that he shortchanged the students who benefited more from challenging expectations. After considering both the students and his teaching, Stewart decided that it was important to find an appropriate balance between challenge and support which Is difficult when students demonstrate differences In academic talent, motivation, and readiness for university work. He said that we should acknowledge today’s students need teachers who are apparent but all of them need teachers who expect them to meet high standards. In conclusion, Stewart lives that it remains critical that we ask all students to meet standards worthy of a university degree? even if it means they must sometimes move outside their comfort zones and we must move outside ours. The course was more demanding then they thought it would be even though he had the same standards he had asked of students he taught in the asses, ‘ass, and ‘ass. Challenge and support which is difficult when students demonstrate differences in should acknowledge today’s students need teachers who are apparent but all of them university degree– even if it means they must sometimes move outside their comfort How to cite Lessons From Teaching Millennials, Papers

Importance of Supply Chain Outsourcing Free-Sample for Students

Question: Discuss about the Business Research Methodology. Answer: Introduction Govindan et al. (2015) mentioned that there are many organizations to prefer outsourcing some of their business functions to a third-party organization so that they can focus on critical business operations. This third- party then take all the liabilities to accomplish the business operation. Wisner et al. (2014) however highlight that the most usual business approaches that many marketers considered for outsourcing are- marketing, sales, human resources and accounting. However, in recent times, outsourcing supply chain management to some other organization has become a trend. Experts also believe that unanticipated costs, potentiality for setbacks, poor quality work and Integration Difficulties are the risk concerning outsourcing the SCM while better focus on other business aspects, meeting customer demands, minimization of overall cost, flexibility in business and more business networks are advantageous factors in SCM outsourcing (Sodhi and Tang 2012). The prime objective of this assessment is to compare and contrast on related peer-reviewed articles on supply- chain management outsourcing and to draw the ideas and concept discussed in those articles. The risk and advantages along with their conclusion for their research identified by these scholars will also be illustrated. Discussion Outsourcing life-cycle In the article Outsourcing within a Supply Chain Management Framework, Hila and Dumitrascu (2014) describes that SCM outsourcing resembles the buyer-seller relationship. In this peer journal, it is mentioned that the outsourcing process should be implemented by following a systematic outsourcing life cycle that comprises of 7 steps- strategic assessment, needs analysis, Supplier assessment, contract management, project initiation, relationship management and continuance of the partnership. Figure 1: Outsourcing life-cycle (Source: Hila and Dumitrascu2014) The research scholar also highlights that the advantage of supply chain outsourcing is greater business flexibility, low investment risk, improved cash flow and low labor costs. It is also mentioned in this research paper that outsourcing is majorly done by forming long-term relationships with competent companies, who can effectively accomplish their businesss objectives. Factors like freeing resources for other purposes, infusion of cash, lack of internal resources, a better capability of external supplier and the desire to focus more tightly on core business influence marketers to outsource their business operations. Waters and Rinsler (2014) also depicted that risk of choosing inefficient suppliers, longer lead times, leakage of intellectual property and loss of control over process are some of the common disadvantages in business function outsourcing. The conclusion drawn here is that whether or not a marketer intends to outsource their business operations, in order to attain hig h quality, collaboration between buyer and seller and sharing rewards and commitment ensures the improvement in costs, quality, delivery, time and performance. Relationship of Supply Chain Management and Outsourcing Moreover in the research journal Relationship between Supply Chain Management and Outsourcing Mazlan and Ali (2006) explains that in order to enhance organizational performance, Supply Chain Management (SCM) and Outsourcing are considered as important tools. The research scholar here mentioned that outsourcing the supply chain management procedures provide competitive advantage to an organization as the third- party on which SCM is outsourced are expertise in this field and the logistics process of the business will be handled hassle-free. Sodhi and Tang (2012) furthermore suggests that these outsources companies comprises of two parties- upstream parties and the downstream parties. Upstream parties signify an organizations functions, processes and network of suppliers; on the other hand, distribution channels and processes signifies the downstream functions. Mazlan and Ali (2006) furthermore highlighted that in outsourcing, marketers have to align their business objectives with that of their SCM third- party, so that mutual understanding can be reached. Thus, the disadvantage in SCM outsourcing is the proper execution of complex and complicated management system due to more number of associated people. Christopher (2016) moreover argues that practice of outsourcing is sustainable and businesspersons are satisfied with the overall business outcome in outsourcing their logistics procedure. The benefits in this process are to reduce costs, improve employee productivity, expand services and expertise as marketers got more time to focus on their core business. Compared to the first article, in this research paper, it is mentioned that business contacts are also enhanced in this way, as these third parties are also liable to handle the SMS functionality of more than one organization. Another different aspect in this journal articles highlighted is the overlapping aspects among three factors- people, process and technology (Mazlan and Ali 2006). The conclusion that i s drawn from this research article is that outsourcing can be an element of magnitude in SCM. This can be achieved through effective collaboration with downstream and upstream parties. Logistics outsourcing in retailing for fresh products The third article is Fresh product supply chain management with logistics outsourcing, where it is mentioned that the presence of third-party logistics (3PL) provider in the supply chain has a significant impact on the business performance. One of the greatest advantages of outsourcing the SCM is that marketers can overcome the geographic separation between the production base and the target market (Cai et al. 2013). These 3PL providers handle all the transportation costs and time to deliver the final goods from the manufacturers to the end-customers and the level of freshness can be maintained. This article majorly focuses on the retail business, where customers intended to get fresh products from an organization. The risk in logistics outsourcing is the variation of transport time depending on the transportation distance (Johnson 2014). The problem arises when the time taken to deliver products to the users takes longer than the usual time and the products will not remain fresh. Th us, compare to two of the research articles, this journal highlighted the risk of quantity loss and quality loss in retail business for perishable products. Another reason for the occurrence of this adversity is lacks experience in the employees or lack of knowledge in marinating the organizations objectives. Adversities like using cheaper items, cuts corners and improper adoption of risk factors in business also create hassle in the entire process and customer might not get their desired products on time. The conclusion that is drawn in this article is that retailers should adopt third- party supply chain associates for transferring their products to long-distance. However, motivation plays a crucial role in making their third- party service providers and thus incentive scheme should be implemented to facilitate their coordination. Supply chain outsourcing for fresh products The next article that is taken into consideration is Global Supply Chains: Factors Influencing Outsourcing of Logistics Functions. In this research article, it is mentioned that nearly all large multinational companies associated with third-party logistics providers to freight forwarders (Rao and Young 2014). Johnson (2014) also highlight that the factors that drive the tendency to get associated with a third-party logistics provider are- achievement of risk liability and control, formulation of market relationships, attaining centrality of the logistics functions to core competency and operating cost/service tradeoffs. In the context of the risk that is associated with this SCM providers are- product complexity, process complexity and Network complexity (Rao and Young 2014). Process Complexity resembles the time sensitivity of transactions within the supply chain, order cycle times and manufacturing cycle times for customer orders and components and products respectively. Network co mplexity furthermore signifies geographic dispersion and intensiveness of transactions. Brandenburg et al. (2014) moreover stated the major reasons for this complexity are- selecting an effective number of distribution trading partners, appropriate selection of the region where the logistics process needs to be performed, maintenance of stock-keeping unit (SKU) and origin/destination (OD) pair permutations. In this case, the problem arises due to nature of the traffic dispersion that is when all the firms products are distributed among the major regions of the world. Moreover, Brandenburg et al. (2014) also portrays that unanticipated cost, potential for setbacks, maintaining quality of products and integration difficulties are some risk in outsourcing the supply chain operation to others. In context of unanticipated costs, it can be said there are always hidden fees that a third party does not reveal like increased shipping costs and associated taxes on cost projections. These fluc tuations results in conflicts and poor communication and less priority. Moreover, problem in unrealistic timelines throughout distribution also hosts many problems that can lead to revenue loss and glitches in the supply chain process. Lastly, in the context of the product complexity, it is important to analyze the environmental information like temperature and humidity for transportation, storage and handling. These details are assessed effectively by the third- party according to the sensitivity of the business products of the host company. Warehouse, IT and Customs Brokerage Outsourcings Moreover, in Role of logistics outsourcing on supply chain strategy and management the prime topic for discussion is to analyze the effect of logistics outsourcing. In this article, (Hilletofth and Hilmola 2010) mentioned that there are several types of 3PL providers- standard 3pl providers, service developers, customer developers and customer adapters. The advantages of this outsourcing are the ease of order intake, procurement, inventory management, fleet management, warehousing, and distribution of the products and the goods. Hilletofth and Hilmola (2010) moreover depict that the underlying disadvantage in SCM outsourcing is the lack of needed competency and resources for proper logistics distribution among the third parties. Wu et al. (2013) also affirm that large organizations on performing other business operations have to put less effort on their distribution process as 3PL providers do the same for the concerned organization. The conclusion drawn from this research article is that warehousing and customs brokerage outsourcing are two major aspects of supply chain outsourcing (Hilletofth and Hilmola 2010). However, in recent times, the IT applications of logistics information system are mostly valued as everything in the business is automatic but customs brokerage outsourcings are considered as the core strength of the logistics. The only difference that is found in the local and international supply chain outsourcing is that in the former case, the customs brokerage outsourcing is mostly preferred; while, in the latter case, the IT outsourcing is preferable. Importance of supply chain outsourcing In the research report Supply chain outsourcing: More choices, tougher decisions, Byrne (2006) highlight some of the major business issues due to which marketers prefers 3PL providers to formulating their own supply chain department. These issues are- organization specific issues like ineffective supply chain leadership, improper knowledge in boom and bust cycles and lack of skills in information technology as a competitive differentiator long with the inability to implement long-lasting changes. Moreover, Johnson (2014) affirms by depicting that financial issues are the major reason for which businesspeople wants to outsource their SCM process. These financial issues comprise of factors like- incapable of handling the increased cost of SC costs, proper management to free- up the investment costs and consistently missed services or availability targets (Mena et al. 2013). On the other hand, Pagell and Shevchenko (2014) argue that supply-chain specific issues are the important aspect that enforces a businessperson to hand over their distribution process to third- party. Wang et al. (2015) furthermore portray that improper monitoring of the inventories across different departments, visibility of orders in transit, lack of knowledge in global integration of supply chain processes and inconsistency in adopting best SCM practices among the organizations different departments along with the purchasing of effective supply chain resources. However, all the three factors- organization specific issues, financial issues and supply chain issues can be overcome by selecting efficient 3PL providers and resembles the benefits of outsourcing the supply chain function to them (Stadtler 2015). Byrne (2006) moreover, highlighted in the article that key decision criteria for frequently outsourced supply chain functions are- transportation, warehousing, network planning and procurement. E-commerce companies also outsource their SCM for better and fast distribution services. Wang et al. (2015) on the other hand mentioned that an organization have to take initiatives for helping their clients to perform higher by collaboratively managing the strategies, processes, technologies and synergies so that both the companys and its outsourced suppliers business objectives can be aligned. The disadvantages in this context are that distribution is an important function and the company has to rely for their products delivery on them. Arise of conflicts and poor management of the customer handling may results in poor brand recognition due to inefficient 3PL providers. In addition to that, Mena et al. (2013) depicts that outsourcing results in losing control over the processes due to which delay in delivery and ineffective customer satisfaction occurs. Moreover, proper integration with the supply chain services provider cannot be attained easily as an organization intends to associate with organization who have expertise in every field of logistics and this become tough for 3PL to fulfil. Conclusion Thus, it can be concluded that the major benefits that can be attained by outsourcing the business performance are to coordinate the core business operations efficiently. This assessment focuses on the supply chain management outsourcing that is to handle over the distribution approaches of the business products and services on a third party enterprises or providers. This process ensures that the final goods will be delivered to the end-users without any delay. A total of six research articles are taken into consideration and the common facts that were found are that businesspeople outsource their supply chain procedure to 3PL providers in order to get more business contact, overcoming infusion of cash, lack of internal resources and better capability of external supplier. These factors ensure attainment of high quality and effective collaboration between buyer and seller. Moreover, it is also found that outsources companies comprises of upstream parties and the downstream parties th at are liable for handling the network of suppliers and distribution channels. The major disadvantage that is found by analysis all the research articles are that businesspeople face difficulty in executing complex and complicated management system and in the identification of the variation of transport time depending on the transportation distance. 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