El término demercadear se refiere a una estrategia destinada a regular el nivel y la forma de la demanda actual y futura de las organizaciones (con y sin fines de lucro así como de gobierno). Dicho de otra manera, el demercadear es la respuesta estratégica u hoja de ruta diseñada por las organizaciones, para gestionar la demanda excesiva de bienes, servicios, experiencias y otros productos, por sus mercados actuales o futuros. Este trabajo investiga la evolución de la literatura sobre el demercadear entre 1971 y 2014, su desarrollo teórico y conceptual, y los contextos prácticos en los que se ha aplicado para regular la demanda. Su objetivo es plantear preguntas y comentarios sobre el enfoque sostenido por quienes han estudiado y aplicado el demercadear como una forma de gestionar la demanda.

Offshore outsourcing by organizations has been gaining momentum, powered by advances in information technology and costs differentials. A review of the literature on the subject, though, shows that those scholars who have focused on offshore outsourcing have centered their attention on the activities of multinational enterprises (MNEs) in the manufacturing and services sectors, leaving behind small and medium enterprises (SMEs). Through a number of propositions, this paper suggests that SMEs could also benefit from offshore outsourcing given their particular characteristics and needs. The paper also discusses the similarities and differences in the motivations that SMEs might have in subcontracting their activities outside their boundaries in comparison to MNEs. Knowing this information is important for foreign suppliers in order to adapt and expand their offerings to the needs of these particular firms.