Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Determinants of Global Capability Centres' Performance: A Structural Modelling Approach

Author(s): Nagalakshmi M.V.N. & Sai Sricharan Y.V.N

The objective of this study is to model Global Capability Centres’ (GCCs) performance using the factors that influence their performance. Based on the existing literature, a ‘Global Capability Centres performance model’ with hypotheses involving several paths was proposed and the model was later statistically tested by Structural Equation Modelling. Inductive and deductive approaches were used for the current study. Qualitative and Quantitative data was collected by means of primary research methods of questionnaire-based survey and semi- structured interviews, in addition to the secondary research methods of data collection. Data was collected from professionals working in the Global Capability Centres that operate on the Shared Services model, across three Indian cities of Bengaluru, Chennai and Hyderabad. The model and hypothesized paths were tested using AMOS, Analysis of Moment Structures. AMOS is a graphical application designed for the investigation of structural relationships in multivariate statistical data using structural equation modeling. The results of the SEM confirmed that the primary data supports the theoretically designed research model. The findings revealed that the Global Capability Centres’ performance is affected by a host of factors that were classified by the researcher as critical success factors, challenges, emerging technology and talent management.

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