An outside-in approach to resource-based theories
Journal of the Academy of Marketing Science · 2014 · Volume 42 · Issue 1
DOI: 10.1007/s11747-013-0348-3
Abstract
The ability of firms to understand and quickly adjust to their fast‐changing markets ultimately depends on their adaptive capabilities. The full benefit of these capabilities will be realized by firms that adopt an outside‐ approach to the development of their dynamic capabilities.
Keywords
Resource‐based theories of strategy, Outside‐in strategies, Adaptive capabilities, Dynamic capabilities
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