Outsourcing refers to the subcontracting or transfer of activities previously performed within the unit under investigation to an external provider. In economic studies, the unit of analysis is normally a business, or sometimes a nation, so outsourcing refers to the subcontracting or transfer of activities previously performed within the business or nation to an external provider. In studies of consumption and consumer culture, in contrast, outsourcing is normally discussed in relation to the household as the unit of analysis, so outsourcing refers to the transfer of activities traditionally performed within the ...