Toward a theory of outside-in marketing: Past, present, and future

Volume: 89, Pages: 107 - 128
Published: Aug 1, 2020
Abstract
Outside-in marketing is a powerful driver of superior firm performance, especially for firms in dynamic, competitive markets. The use and application of outside-in marketing has flourished in the past four decades, but research that synthesizes and extends understanding of this approach is missing, such that extant literature remains fragmented and scarce. This paper aims to deliver a theoretically grounded, managerially relevant framework to...
Paper Details
Title
Toward a theory of outside-in marketing: Past, present, and future
Published Date
Aug 1, 2020
Volume
89
Pages
107 - 128
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