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The yin and yang of outside-in thinking

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1 Published in 2020 at "Industrial Marketing Management"

DOI: 10.1016/j.indmarman.2020.04.025

Abstract: Abstract An outside-in approach to making a marketing strategy starts with the leadership team stepping outside the boundaries and constraints of the organization as it is, and looking first to the market for guidance: How… read more here.

Keywords: yang outside; yin yang; outside thinking;