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Keywords: Mental model
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Journal Articles
Journal:
European Business Review
European Business Review (2018) 30 (5): 529–553.
Published: 13 August 2018
...Mika Yrjölä; Hannu Kuusela; Kari Neilimo; Hannu Saarijärvi Purpose The purpose of this paper is to identify and characterise executives’ inside-out (firm-oriented) and outside-in (market-oriented) mental models. As these two orientations are vital for strategic decision-making, yet potentially...
