The Role of Outsourcing in Service Management and Business
Process: Optimization Drives Competitive Advantages
Muharman Lubis
1
, Rahmat Fauzi
1
, Asti Amalia Nur Fajrillah
1
and Arif Ridho Lubis
2
1
Telkom University, Jalan Telekomunikasi No. 1, Bandung, Indonesia
2
Politeknik Negeri Medan, Jalan Almamater No. 1, Medan, Indonesia
arifridho@polmed.ac.id
Keywords: Outsourcing, Service Management, Business Process, Optimization, Competitive Advantages.
Abstract: Today, IT services are obtained with a combination of multiple type of work activities, primarily through
sub-contract or known for as outsourcing policy. Structured activities are mainly based on standard
processes, procedures and tools while unstructured mostly related to obtain new experience or knowledge in
the different field through supervision. In support and delivery IT service, increasingly popular
standardization efforts to be implemented into the business process which advocate for diverse kind of
management such as capability, capacity, availability, service-level and financial in order to attain best level
of IT product and quality result. As IT departments or division plan to bridge the digital divide that become
the current trend, it is important that the automation can empower the process to become more efficient,
there should be the trade-off to gain some improved activities if not have intention to hold the advantages as
a adaptive, trigger and catalyst due to the interdependency. Thus, this study wants to develop an application
in regard to deliver outsourcing service in various classification or type by understanding the current issue
in the outsourcing in relation to pros and cons to balance the demand from the corporation (client) and
preferences from the worker (provider).
1 INTRODUCTION
The availability of access to technology is very
useful for the people in terms of information
provided on the Internet for various purposes, with
just a few easy steps, anywhere, anytime, any device
and anyone. With these kind of interaction, various
users without consider the different nation can find
their desired information such as about freelancer,
internship, trainee or contracts. In the rapidly
growing digital age, many talents in graphic
designers, web developers, animators, audio editors,
language translators and design experts want to find
quick cash or additional revenue, which certain
corporations demand them for strategic reason.
Unfortunately, there are various issues that hinder
the attempts to connect those needs such as limited
resources, unknown marketplace and unproven
skills. Traditionally, certain service management and
business process have been organized by geographic
and business unit under branch coverage. Therefore,
the advancement in telephony technology present
new opportunities to streamlining call handling and
routing process to other provider corporation.
Importantly, the corporation ask the credibility and
commitment from service provider to work under
pressure to achieve the objective of certain project
while organization can focus to the primary
function.
Recently, information centre queues sends calls
virtually to the suitable agent, regardless of the
location or place, which allows calls to be managed
based on several requirements namely customer
needs and values, transaction type or the particular
user segment. This can help to improve the
profitability as well deliver more benefits towards
the callers, since they will communicate with the
best-qualified and high-competent agent for their
particular problem. This mechanism for operator to
handle complains is well known in the world, but the
service management should be beyond that, allow
other type of activity to be outsource effectively to
increase the chance for many skill person find
project or job easily and quickly. Therefore,
multinational companies are also interested to
improve the adoption of a cross-functional
488
Lubis, M., Fauzi, R., Nur Fajrillah, A. and Lubis, A.
The Role of Outsourcing in Service Management and Business Process: Optimization Drives Competitive Advantages.
DOI: 10.5220/0008889504880495
In Proceedings of the 7th International Conference on Multidisciplinary Research (ICMR 2018) - , pages 488-495
ISBN: 978-989-758-437-4
Copyright
c
2020 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
mechanism into the organizational structure in term
of service management and business process. In
addition to service delivery function based on
geography, various companies are developing what
so called global “Centres of Excellence” for various
type of program such as self-service account,
customer data enhancing service, workforce
planning system, talent forecasting, process
improvement, dispatch queues and advanced call
routing to increase the efficiency in coordination and
communication. Furthermore, IT departments are
pressed to do more with less resources, which
require creative approaches in term of manage the
human, application and budget resources. Therefore,
the technology can solve this problem within and
between operations such as with the service desk
and application development, which are slowly
designed for modularity, cohesiveness and
automation. Actually, there are many theories that
discuss the outsourcing strategy such as transaction
cost economics (TCE), core competencies theory
(CCT), relational theory (RT), resource-based theory
(RBT), evolutionary economic theory (EET),
knowledge-based view (KBV), agency theory (AT),
neoclassical economic theory (NET), social
exchange theory (SET) and economy of information
theory (EIT) (Vaxevanou and Konstantopoulos,
2015)
2 LITERATURE REVIEW
2.1 Motivations for Outsourcing
The concept of outsourcing is derived from the
“outside resourcing”, which means obtaining
resources from abroad, where independent
professionals, freelancer, practicum, internship,
trainee and contract go into it. The term is then used
in the economic terminology to indicate the use of
external sources to develop a business, which
normally uses its internal resources (Troaca and
Bodislav, 2012). Currently, IT and business
alignment become global trend, which several
companies such as IBM, HP and Dell has been
gaining their attention to implement into their
service management such as virtual office, electronic
transaction, off-shoring, private cloud utilization,
clone product, high tech consumption, etc. It can be
seen as the opportunities for knowledge sharing and
acquisition in the technical solutions as the service
to other companies. Actually, several companies
determine their approaches holistically by the
elimination of the complexity of the structure and
architecture and through integration and automation
of IT process as well business innovation support
that concern to the customer satisfaction. For
decades, some experts have encouraged the need for
companies to pay attention to their competence by
delegating supportive role, which cover from non-
essential function to competitive differential then to
competent service providers (Gibler and Black,
2004). According The Economist, the outsourcing is
an old phenomenon that has made its presence felt
since the time of the Second World War, knowing
the tremendous trend especially after 1990.
According to some estimates, in 1946 only 20% of
the value added of US goods and services from
external sources, 50 years later, the proportion has
tripled, reaching 60%. Furthermore, Rob Aalders,
mentioned in “The IT Outsourcing Guide”, which
supports the fact that outsourcing is not a new
phenomenon, that even now 50 year company have
outsourced advertising, legal services, maintenance
and production (Troaca and Bodislav, 2012).
Of course, the company should be looking for
the one that deliver cost effective quality services, in
which certain obstacles should be considered such as
gaps in corporate culture or objective lead to
inconsistent action with the firm’s policies and
procedure. At some point, the decision to use
outsourcing is not merely to reduce operating costs,
but in response to tremendous demand to
downsizing number of employees to face tougher
competition and to demonstrate value (Matthews,
2017). In addition, there are three level of
outsourcing, which are tactical that is used to
determine and solve specific problems, then
transformational as a long-term relationship to assist
business changes and manufacturing that refer to
determine various activities to be offered to outside
(Krstic and Kharovic, 2015). Investment in IT can
cause the unbalance financial, so that some
organizations become very careful to make
decisions, become the follower rather than as the
pioneer. Literally, outsourcing shows the use of
external resources when the execution of task,
function and processes are carried out internally
entrusted to an external providers in the specializing
area based on long-term cooperation (Koszewska,
2004). Meanwhile, the optimization of service
delivery through outsourcing is not merely about
reducing the cost in operational level but also create
the flexible and reliable infrastructure to deliver
competent business value based on IT investment to
have high return on investment (ROI) in the next
period. Thus, the concept of linking the differences
between IT capability and business value, which
The Role of Outsourcing in Service Management and Business Process: Optimization Drives Competitive Advantages
489
some organizations poor to realize the benefit of
particular IT investment, flexible resources and
usage integration lead to many IT project got failed
(Lientz and Larseen, 2004).
There are five elements of outsourcing
characteristics, which are close link between process
and critical factor, the transfer of ownership of
internalized business function, a global contract, a
long-term commitment and obligation of service
level (Quelin and Duhamel, 2003). Specifically, the
demand for increased productivity, higher
profitability and quick growth have led the
organizations to validate their internal human
resource in term of service management and
business processes, resulting in a shift of strategic
services to outsourcing and move away from
discrete services (Seth and Sethi, 2011). It is
expected to the increases of the quality of services,
even though there is no quantitative data to support
the real decision that outsourcing is always cheaper
and better. Meanwhile, the lack of potential
innovation and knowledge of other processes, where
the possible alternatives to business processes are
design thinking approaches become the choice to
guarantee better results, cost savings and help
differentiate between suppliers. Of course, the
objective of the organization to create opportunistic
results by focusing on customer satisfaction that
require logic, systematic reasoning and intuition to
explore every possibilities (Matthews, 2017).
Therefore it is important to harmonize the legislation
both in terms of freedom and privacy to avoid
misunderstanding in managing the service delivery
process related to individual and public interest
(Lubis, et.al, 2018). On the other hand, there are
various strategic factor to be considered before
implement outsourcing such as core competence and
critical knowledge, flexibility, lack of resources and
the implication of the quality service (Kremic, et.al,
2006).
2.2 Expected Benefits of Outsourcing
To encourage the human perception to achieve the
objectives and expectations in order to have a good
quality of state security that has the principle of
transferability and readability, where a series of
strategies must be developed and suitable
environment should be prepared (Ahlan, et.al, 2015).
The law establishes the obligation of the individual's
conscience that fall within the cultural field in which
the values are received. It supposes the freedom of
the individual as a cause that acts without external
coercion through the process of socialization,
although the importance of the principle tends to be
overlooked (Lubis, et.al, 2017). The strategies
adopted by majority large companies has reduced
their cost production to around 20%, which
encourages them to highlight the globalization with
outsourcing practices (Troaca and Bodislav, 2013).
However, the outsourcing process has relative
challenge in regard to service provider, which is not
financially compensated for being proactive. As a
result, they have tendency to be logically ‘pushed
back’ in a dependent role and cannot accelerate the
innovation process. The second concern is related to
the information research and best practice, which
mostly outsourcing contractor are working on
operational projects and tasks that has purpose to
support core business, so do not provide a basis for
innovation. Last concern, the outsourcer assesses
personal trust at a much lower level than service
provider, which verified the kind of relationship is
not in the partnership stage yet (Silvius, 2013).
A study reported general outsourcing practice
from 1021 firms interviewed, there is 61.7%
purchased training services from external service
provider; 54.3% using external legal advice; 49.8%
purchase services in temporary agency work; 33.6%
requested consulting services and 31.8% used
external service to provide assistance to find
manager (Braun, et.al, 2011). Another study
emphasized that 71.8% of Hungarian organization
outsource payroll, in which certain organizations
outsource several HR activities at around 58%
(Molnar, 2010). On the other hand, India continues
to be the leader in IT outsourcing, although its
infrastructure index is lowest (3.7) compare to China
and Mexico with 4.5 and 4.0 respectively as other
global alternatives. Therefore, for the corporate
taxes India also the highest (34%) compare to China
(25%) and Mexico (30%) (Stettler, et al, 2014). On
the other hand, China and Mexico offer cost
advantages compare to India, but they do not have
strong English proficiency and wide range of IT skill
in general. Nearly all offshore-outsourcing project
will involve a transition phase in which the provider
should develop expertise within client’s systems in
order to maintain the services from the offshore
location (Kotlarsky, et. al, 2014). Many
manufactures outsource 70% - 80% of the content of
their finished product (Corbett, 2004). Interestingly,
statistical analysis suggested that the inclusion of
outsourcing was negatively related to the satisfaction
changes for opportunities and participation at work,
to achieve something valuable and advancing skill in
the organization. Furthermore, participation in the
outsourcing program was negatively related to
ICMR 2018 - International Conference on Multidisciplinary Research
490
communication changes throughout the organization
as well as work capacity, challenge and personal
work responsibility (Elmuti, et. al, 2010; Ahlan,
et.al, 2011).
Outsourcing can allow an organization to obtain
more control towards business function through an
agreement or contract while an administrator can
connect reward and compensation based on the
result of the task completed directly (Phipps and
Merisotis, 2005). Some economists have expressed
concern that outsourcing is less likely than other
forms of international trade to gain general
prosperity and more likely to harm the workforce
based on size of company and the service ranges
(Bhagwati, et. al, 2004). Other benefits can be
obtained with the ability to focus on core
competencies, faster and higher-quality service and
improved efficiency, access to new skills and
technology, greater flexibility, staff relocation, lower
long-term capital investments, improved
predictability of costs, assistance with organizational
changes and globalization (Doyle and Tapper, 2001;
Smith, 2012; Stettler, et. al, 2014). In addition, the
study found that companies tend to repeat
transaction based on previous experience with
company work upon, which main problem in the
global online market is related to the effective
communication limited to the language barriers,
time-zone differences, lack of familiarity and
cultural differences (Hong and Pavlou, 2013).
3 RESEARCH METHOD
Researcher use observation to examine the pros and
cons in outsourcing market in regard to deliver the
service management and how to optimize the
platform. To achieve comprehensive process of
observation based on strict criteria, researcher
investigate various cases involving issues of
outsourcing process by adjusting the assumption and
requirement based on literature review (Leedy and
Ormrod, 2010). Theories and concept has been
driven by the result in the data collection process
that represent the classification and categorization
process of variable or construct through systematic
activities in explaining the phenomenon based on
particular setting. Thus, the researcher request group
of student to develop the application for outsourcing
market using classic lifecycle due to limited
resources, budget and time by using spiral model. It
has emphasized more on risk analysis comprises of
planning, risk analysis, engineering and evaluation.
To analyse the requirement, team member use
Unified Model Language (UML), involving Use
Case diagram, Class diagram, Activity diagram,
Sequence diagram and Entity Relationship diagram
to represent the relationship between entity and
features. In the development phase, it used PHP to
allow integration service with HTML for web
application and MySQL for the database
management system (DBMS). To improve the
outsourcing process, certain activities should be
done in the system such as recruiting process
outsourcing (RPO), training and development,
compensation and salary surveys, organizational
design and development, IT risk management and
payroll (Cicek and Ozer, 2011).
4 PROTOTYPE DEVELOPMENT
IT evolution from technology-driven to business-
opportunities consider the various factors, which are
compliance, complexity, speed of change and cost.
Therefore, to optimize the service delivery, the
corporation should identify the constraints and
limitation of their operational and management
model to provide efficiency in term of time and
budget. Competition in the global market is really
brutal because a firm must capture a positive
threshold of demand or else it is not profitable. On
the other hand, the attempt to increase price
competition such as a price cut increases demand,
which lowers the average cost per unit of demand
(Cachon and Harker, 2002). Before the evolution
took the biggest step, the environmental
identification is necessary to match with the type of
applications, data, network and process to be
developed. For example, corporate business
strategies need to integrate data store from
decentralized into centralize data warehouse to
remain competitive. On the other hand, different
organization culture might influence the process of
decision-making in regard to priorities, assets and
infrastructure. The decision-making of outsourcing
involves various assessment such as related to the
suitability and scalability of particular technology to
the operational activities, considering how rapid the
changes somehow leave behind the other old tech to
prevent waste in the investment (Doyle and Tapper,
2001). These examples encourages the researcher to
develop open market which buyers and sellers can
specify their preferences and criteria with lower
expectancy and small risk. The outsourcing should
evolved as the best practice to optimize service
delivery with several golden of rules:
The Role of Outsourcing in Service Management and Business Process: Optimization Drives Competitive Advantages
491
1) Enable the business capacity and capability to
be comprehensively help the complete phase of
service delivery from design to the
optimization.
2) Distinct the service value based on its offer, the
agreement and the form used to avoid go
beyond what customers expect from the
organization.
3) Develop a clear understanding of alternative as
the result of uncertainty as the possibility of
changes within organization.
4) Gather those interested in technology,
management, business and administration to
come into common agreement of understanding
to define future objectives.
5) Determine the list of necessary priorities and
sequences in creating the opportunities to align
with the vision and mission from organization.
6) Create the satisfied of payment terms by
simplify the single-contract to improve the
flexibility with reward and punishment
mechanism.
7) Identify, articulate and obtain support from
executive management.
8) Provide comprehensive solutions backed by a
global knowledge network through
standardization for supporting business plan.
9) Reduce complexity to increase added value to
achieve service levels.
10) Encourage the program on the customer
satisfaction and internal efficiencies of
operation.
The process of developing the web and mobile
application take granted those golden rules
especially, in the process of requirement analysis.
After designing the prototype, the evaluation take
place involving several testers to check the
performances and to find the vulnerabilities of the
system based on business model involving targeting,
marketing and positioning. To help the client to find
the capable workers to assist and support the process
of project or tasks completion, the application
maintain the list of expertise, range of salary and
previous experience based on category that is
selected. The general concept of this application is to
encourage quick searching process based on
outsourcing popularity, certainty and capability for
the freelancer, contractor, practicum, internship and
other type of roles. It is expected the searching
process will be conducted easily and save time
efficiently by promoting sticky, tagging and
bookmark feature to keep historical data and
alternative for further use. The list of job promotion
can be seen by people who need services in a
particular field by alphabetic order based on set of
expertise of specific order such as time posting or
previous task. By just waiting the user request, the
opportunities will be missed so the service delivery
in this application need be proactive to enhance the
function with specific constraint as the baseline:
1) Deliver superior support to the complaint from
customers with the principle of service
excellence through chat menu in order to allow
communication directly between corporate,
outsourcer and management by selecting
specific room for discussion purposes.
2) Enable acceleration of innovation through
personalization and customization process
based on context awareness to enhance
learnability.
3) Allow quick service creation and maximum
performance as the work standard by allowing
user to add category to their profile or memo
independently.
4)
Provide greater visibility across the application
through familiar icon, label and smooth colour
to deliver operational efficiency in meeting the
objective of accessing the application.
Figure 1: Home User Interface.
ICMR 2018 - International Conference on Multidisciplinary Research
492
Figure 2: Search User Interface.
Figure 3: Dahsboard Client.
User perspective and objectives are critical to
define the scope and evaluating the risk before
selecting the group project and consultant, where
organization should notify employees about
outsourcing initiatives and conduct analysis to gain
technical support, facilitating thorough discussion
and drawing out consensus to drafting report or
making presentation (Bajec and Jakomin, 2010).
Interestingly, a study indicated that the primary
strategic driver for offshoring is the need to reduce
the costs (93%), followed by competitive pressure
(69%), the need for improved service levels (56%)
and the need for accessing qualified personnel
(55%). On the other hand, poor service quality was
cited by 61% of the respondents as the most
important risk, followed by lack of cultural fit (54%)
and loos of control (51%) (Oshri, et. al., 2009). The
size of the country also can affect the thickness of its
market, while the technology for search affects the
cost and likelihood of finding a suitable partner, in
which the technology for specializing components
determines the intention of a partner to undertake the
required venture in a prototype (Grossman and
Helpman, 2005).
In fact, the answer to successful strategy for
outsourcing is extensively complex as it implies the
optimization of the level disaggregation and
geographical as well as organizational dispersion
(Contractor, et. al., 2010). Operational risk and
management are considered as dominant factors in
the decision to outsource specific function such as
accounting, which depends on the issues of the loss
of confidential data, owner responsibilities, changes
in suppliers and supplier failure to deliver as
expected (Dorasamy, et. al., 2010). After all, success
in outsourcing business depends on various
elements, some of which are visible to customers
such as quality of service and products or after sales
services but what makes the differences is structure
where the company is organized (Bacea and Borza,
2015). To maintain the enforcement, it is encourage
to create periodical auditory, proper compliance and
privacy impact assessment towards the
implementation of the policy (Rosmaini, et. al.,
2017).We hope you find the information in this
template useful in the preparation of your
submission.
5 CONCLUSION
Currently, no one disputes the importance of IT
resources as the fundamental pillar for electronic or
mobile commerce, which can decrease the operating
cost and increase profit significantly, although some
of companies have not done so well in utilizing IT
resources. In addition, many stories about adoption
of IT capabilities have been triggered by
collaboration with other corporation with high
investment and dependencies, structure complexity,
changes of trends and dynamic environment.
Arguably, it has affected the direction of strategy
with IT and business alignment concept to be set
foothold in the condition of high competition in the
marketplace. The existing literature has shown that
firms are moving towards outsourcing, though with
different calculation. This study has made a
theoretical contribution by extending previous
research conducted with emphasizing the
motivation, expected benefits of outsourcing and
The Role of Outsourcing in Service Management and Business Process: Optimization Drives Competitive Advantages
493
advancing the understanding of the association
between influencing factors and the application
development through self-regulated market rather
than government-regulated.
ACKNOWLEDGEMENTS
It is very great to pleasure many thanks to our
beloved students in the subject of enterprise
architecture integration of Telkom University, which
has been spent their valuable time develop the
application, namely Gagah Merundanda, Ilham
Ramadiargo, Farah Azhaar N, Anggita Hanan P, and
Khoirun Nisa
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