Toward a theory of outside-in marketing: Past, present, and future
Article
Article Title | Toward a theory of outside-in marketing: Past, present, and future |
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ERA Journal ID | 19793 |
Article Category | Article |
Authors | Quach, Sara, Thaichon, Park, Lee, Ju-Yeon, Weaven, Scott and Palmatier, Robert W. |
Journal Title | Industrial Marketing Management |
Journal Citation | 89, pp. 107-128 |
Number of Pages | 22 |
Year | Aug 2020 |
Publisher | Elsevier |
Place of Publication | United States |
ISSN | 0019-8501 |
1873-2062 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.indmarman.2019.10.016 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0019850119309551 |
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 guide outside-in marketing research and business practices. Specifically, it offers an integrative conceptualization of outside-in marketing, examines its evolution over the past four decades, and provides business cases that depict how organizations have implemented outside-in marketing. On the basis of a comprehensive analysis of research domains pertinent to outside-in marketing, combined with business examples, this article establishes an evolving theory of outside-in marketing, comprising four key tenets and seven testable propositions. |
Keywords | Outside-in marketing; Market sensing; Customer profiling; Value cocreation; Customer-oriented measures |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
Iowa State University, United States | |
University of Washington, United States |
https://research.usq.edu.au/item/xx0z0/toward-a-theory-of-outside-in-marketing-past-present-and-future
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