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Keywords: Inside-out
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Journal Articles
Crafting strategy for international marketing: outside-in or inside-out?
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2019) 36 (6): 859–886.
Published: 12 June 2019
...Yoel Asseraf; Aviv Shoham Purpose Drawing on the resource-based view, dynamic capabilities and exploration literatures, the purpose of this paper is to simultaneously investigate the impact of outside-in (OI) and inside-out (IO) strategic approaches on international strategic performance...
