Inside-out and outside-in mental models: a top executive perspective

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 contradictory, it is important to understand the role of inside-out and outside-in thinking in executives’ agendas. Design/methodology/approach Qualitative, semi-structured interviews of 15 senior executives were...