Information age economy

Information Age Economy Editorial Board H U Buhl W.Konig R M Lee H Mendelson A Picot B Schmid R Wigand Information Age Economy F Ro se The Economics, Concept, and De sign of Information Intermediaries 1999, ISBN 3-7908-1168-8 S Weber Information Technology in Suppl ier Network 2001, ISBN 3-7908-1395-8 K Geihs , W Konig and F von Westarp (Eds.) Networks 2002, ISBN 3-7908-1449-0 F von Westarp Modeling Software Markets 2003, ISBN 3-7908-0009-0 D Kundisch New Strategies for Financial Services Firms 2003, ISBN 3-7908-0066-X T Weitzel Economics of Standards in Information Networks 2004, ISBN 3-7908-0076-7 Jens Dibbern The Sourcing of Application Software Services Empirical Evidence of Cultural, Industry and Functional Differences With 21 Figures and 27 Tables Springer-Verlag Berlin Heidelberg GmbH Dr Jens Dibbem Universitat Mannheim Lehrstuhl fur Wirtschaftsinformatik Schloss S 135 68131 Mannheim Germany dibbem@uni-mannheim.de ISBN 978-3-7908-0217-7 ISBN 978-3-7908-2704-0 (eBook) DOI 10.1007/978-3-7908-2704-0 Zugl Diss., Univ Bayreuth, 2003 Cataloging-in-Publication Data applied for A catalog record for this book is available from the Library of Congress Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the Internet at http://dnb.ddb.de This work is subject to copyright All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag Berlin Heidelberg GmbH Violations are liable for prosecution under the German Copyright Law springeronline.com © Springer-Verlag Berlin Heidelberg 2004 Originally published by Physica-Verlag Heidelberg in 2004 The use of general descriptive names, registered names, trademarks, etc in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use Softcover Design: Erich Kirchner, Heidelberg SPIN 10998564 88/3130 - 43 0- Printed on acid-free paper To my Parents Preface Outsourcing has been one of the most contro versiall y discussed topics in the information systems (IS) management field within the last decade While some organizations have been quick to adopt outsourcing, others have been slow to consider this sourcing option Still others have evaluated outsourc ing but adopted insourcing instead In other words, organizations appear to behave totally different in the sourcing of their IS tasks There are no generall y accepted practices, e.g., outsourcing certa in types ofIS services while keep ing others in-house The sourcing decision appears to be highly dependent on the specific situation of each organization Recognizing the unique context of each organization, this book presents an empirically tested model that can be used to analyze the options of IS insourci ng versus outsourcing of every organization The model takes into account the unique IS requirements and the difference s between insourcing and outsourcing at both the individual (i.e., worker) and the organizational level The development of the model is guided by the following question: Why some organizations wholly or partially outsource particular IS fun ctions while others keep them in-house? This research question, is closely related to one ofthe most fundamental questions in economics and business administration: The question of why firms exist at all, i.e why not all of the multitude oftasks that are required to produce certain products and services are performed by individual companies (or persons) who deal with each other based on contractual arrangements - as it was propo sed by Adam Smith in his ' Wealth of Nations ' in 1776 Obviously, there are certain situations where economic actors find it useful or advantageou s to organize themselves under one common umbrella , called organization (e.g., a company with an independent legal form), rather than building a net of contractual relationships between each other In searching for such a general theory ofthe (existence ofthe)firm, it soon became apparent that there are various different explanatory approaches in the literature and that none of them appears to satisfactorily and exclusive ly explain why organizations exist at all It is therefore of little surprise that research on IS outsourcing turned out to be very fragmented as well Many different theoretical lenses have been applied to address the factors and processes that explain why firms outsource IS functions This, accompanied with a number of issues that make the context even more complex, like the fact that particular theor ies were applied differently, that different research approaches were used to examine sourcing decisions and relationships, that the unit of analysis (i.e., the IS function ) was treated very differently, and that the phenomenon was studied in various organizational settings (e.g., different countrie s and business types , such as industrie s and public versus private organizations) has lead to a lack of generally agreed upon knowledge about the IS outsourc ing phenomenon viii Preface Accordingly, it is no wonder that practitioners are faced with a high level of uncertainty about the sourcing of IS functions and its wider implications I therefore felt that the time was ripe to integrate existing research on the theory of the firm, on IS outsourcing, and on general decision making, and to come up with a comprehensive model This model addresses the needs of two practitioner groups First, it helps client organizations to make better IS sourcing decisions Second, it shows vendors what they need to in order to influence the evaluative appraisal of potential and existing customers towards outsourcing particular IS functions Readers should recognize, however, that this model on IS sourcing is specifically developed to explain under which circumstances application services, including both the development and maintenance of software applications, are outsourced In other words, the model would need to be adjusted if using it to explain why other IS functions, like systems operations, the design and maintenance ofthe network infrastructure , or even non-IS business functions, may be outsourced In particular, readers need to recognize the service nature of the application development and maintenance work which often requires collaborative efforts between various stakeholders including users, different groups of IS professionals as well as IS and nonIS managers Recognizing the focus of this study is particularly important when considering the empirical findings about the validity of the IS sourcing model The IS sourcing model is empirically tested across two countries (Germany versus USA), two industries (Finance versus Machinery), and, as already indicated, two IS functions (Application Development versus Maintenance) Altogether, data about the sourcing behavior of 180 companies was gathered via a mailed questionnaire survey and systematically analyzed Some of the lessons learned from the model testing appear to be generally applicable, no matter what country, what industry, and what particular application service is looked at Others are valid only for Germany or the US, for the Machinery or Finance Industry, and for the development or maintenance of software applications This means that the sourcing context has a profound impact on the IS sourcing decision - an issue wildly ignored in previous contributions on IS outsourcing I hope that both researchers and practitioners will benefit from the theoretical and empirical insights on the IS sourcing phenomenon provided in this book, and I wish you happy reading! Acknowledgment I would like to acknowledge with great appreciation the contributions and assistance of many individuals that supported me in the research process that finally resulted in this book First and foremost , I would like to thank my academic advisor Prof Dr Armin Heinz\ During my interaction with him as a student, I discovered my enjoyment in doing research and it was Armin Heinzl who motivated me to continue my research with the creation of a dissertation at his department From then on, he thoughtfully guided my research efforts, encouraged me to write a proposal at the Deutsche Forschungsgemeinschaft (DFG) and to submit papers to conferences and journals Moreover, he enabled my visiting scholarship at the University of Houston, Texas, which gave me the opportunity to get to know two outstanding U.S academics that turned out to become highly influential on my research They are Prof Rudy Hirschheim, who recently moved on to Louisiana State University and Prof Wynne Chin from UH My conversations with Rudy have broadened my research perspective considerably Although Rudy never told me that I should try alternative empirical research methods beside the quantitative approach, reading his research articles and talking to him nevertheless motivated me to study the IS sourcing decision from a different perspective: that of a participant observer that tries to understand IS sourcing by conducting interviews with decision makers in twelve German companies Today, I can say that the knowledge that I gained through this qualitative assessment was so valuable that I would never approach an empirical research project without spending a significant amount oftime in the field On the other hand, no person had a greater influence on my understanding of causal model building and testing than Wynne Chin He was able to explain to me how theorizing, measurement, and statistical data analysis techniques relate to each other - an issue that I could not find in any text book A forth academic who deserves special mentioning is Prof Dr KUhlmann, whose dedicated comments on my questionnaire helped me to improve my measurement instruments Beside Armin Heinzl and Wynne Chin, he also took the burden to serve at my dissertation committee and to review my work I greatly acknowledge the extra effort that this has caused for the three of them Beyond these credits to my academic advisors, I would like to express my gratitude to a number of people that also supported me during my "dissertation time" First, I thank my colleagues Birte Autzen, Franz Rothlauf, Frederick Loos, Tobias Grosche , and Torsten Paulus sen as well as my former colleagues Christof Gobel, Lars Brehm, Jurgen Gerstacker, Michael Zapf, Sigrid Mandel, Stefan Hocke, Thomas Schoberth, and Wolfgang Guttier for not only being helpful and supportive in all matters of daily work life, but also in establishing a social environment that has made my time in Bayreuth and Mannheim very enjoyable Second, I thank all of the students that worked for and with me In supporting me in organizing the 2nd International Con- x Acknowledgment ference on Outsourcing ofInformation Services, held in Bayreuth in 200 I, I am particularly grateful to Andreas Gaube, Jan Herzhoff, Stephan Loffler, and Katharina Pfeuffer In the process of gathering the data for my dissertation, I am much obliged to Bastian Popp, Katrin Mullahy, Nicole Oemus , Stefan Wittenbeck, and Timo Berger Third, I would like to thank Alexander Georgius, Anja Schumann, Silvia Leibbrandt and Christian Neuner for greatly illuminating my research In this realm, I am also grateful to Jens Arndt, and Jessica Winkler for being conscientious and creative editors of part of my work Fourth, I would like to thank the team at the Institute for Small and Medium Sized Firms at the University of Bayreuth (BF/M) for their support Fifth, I highly appreciate the discussions that I had with Peter Glanzel, the former CIO from Heidelberger Druck , and his efforts in reactivating his network of relationships with other IT managers to stimulate my survey response rate The price that my partner Sabine paid for this book was high Nevertheless, she always exercised patience and supported me wherever she could Her pragmatic advise often saved me from loosing time and space This is just one ofthe reasons that make life with her so wonderful Finally, I would like to express my gratitude and indebtedness to my parents The book is dedicated to them Mannheim, February 2004 Jens Dibbern Table of Contents Preface vii Acknowledgment ix Introduction 1.1 Problem Statement 1.2 Research Focus and Objectives 1.3 Overview of Research Methodology 1.4 Study Organization Theoretical Framework on Information Systems Sourcing " 6 2.1 The Nature of the Information Systems Sourcing Decision 10 2.1.1 Definition of Core Concepts 10 2.1.1.1 Information Systems Function 10 2.1.1.2 Sourcing 13 2.1.2 Main Components of Sourcing Decision 15 2.1.2.1 The Phase-theorem 15 2.1.2.2 Applying the Phase-theorem 16 2.1.3 Framing the Sourcing Decision into a Variance Theory 20 2.1.3.1 Variance versus Process Theory 20 2.1.3.2 Structural Elements of a Variance Theory 22 2.2 Analysis and Selection of Theoretical Lenses 2.2.1 Literature Review 23 24 2.2.1.1 Theoret ical and Methodologic al Diversity 24 2.2.1.2 Theoretical Challenges 26 2.2.2 The Theory of the Firm 27 2.2.2.1 Neoclas sics, Industrial Economics and Gutenberg 31 2.2.2.2 Behavioralism 33 2.2.2.3 New Institut ional Economics 35 2.2.2.4 Dynamic Theories 39 2.2.3 From Innovation Diffusion to Attitude-Behavior Approaches 41 Literature 317 Joshi, A.W and Stump, R.L "The Contingent Effect of Specific Investments on Joint Action in Manufacturer-Supplier Relationships : An Empirical Test of the Moderating Role of Reciprocal Asset Investments , Uncertainty, and Trust," Journal ofthe Academy ofMarketing Science (27:3),1999, pp 291-305 Jurison,1 "The Role of Risk and Return in Information Technology Outsourcing 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