The Underlying Sources of OI-IO’s Strategic Approaches and International Marketing: An Exploratory Qualitative Study: An Abstract

2019 
The outside-in – inside-out conflict is alive in the business world. Both the literature and real life have shown that some business leaders prefer to begin by looking outward, adopting an outside-in (OI) strategic approach, while others concentrate on their firms’ internal resources, implementing an inside-out (IO) approach. However, little is known about the antecedents for OI and IO behaviors? What cause managers to adopt one of these approaches, is a mystery. This is important as according to the Upper Echelons theory (Hambrick and Mason 1984) organizations become reflections of their top managers.
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