Outside-in marketing: Why, when and how?
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DOI: 10.1016/j.indmarman.2019.12.003
Abstract: Abstract We explore the nature and evolution of outside-in marketing. Outside-in is the marketing view of strategy, with inside-out being the traditional view. We show how outside-in and inside-out clash culturally, and trade off strategically,… read more here.
Keywords: outside marketing; marketing outside; management; customer ... See more keywords
Intermediate-level outside-in marketing capabilities, technological innovation, and management innovation
Sign Up to like & getrecommendations! Published in 2023 at "European Journal of Marketing"
DOI: 10.1108/ejm-11-2021-0833
Abstract: Purpose This study aims to build a theoretical model including intermediate-level outside-in marketing capabilities (ILOIMC), radical and incremental technological innovations and management innovation. Design/methodology/approach This research used 272 pairs of survey questionnaires from Chinese firms’… read more here.
Keywords: level outside; outside marketing; innovation; management ... See more keywords