Over the past few decades, outsourcing has become a widely used and researched means
for firms to change their performance. In this article, we attempt to link outsourcing to the
market success of firms, specifically their market share. We argue that although firms may be
able to increase their market share through outsourcing, this is only true up to a point,
beyond which market share actually decreases as a consequence of further outsourcing.
There is, in other words, a negatively curvilinear (inverted U-shape) relationship between …

Over the past few decades, outsourcing has become a widely discussed and researched
means for firms to change their performance. In this article, we attempt to link outsourcing to
the market success of firms, specifically their market share. We argue that although firms
may be able to increase their market share through outsourcing, this is only true up to a
point, beyond which market share actually decreases as a consequence of further
outsourcing. There is, in other words, a negatively curvilinear (inverted U) relationship …