Outside-in marketing: Why, when and how?

Rust, Roland T.

doi:10.1016/j.indmarman.2019.12.003

Cited by 28 publications

(25 citation statements)

References 26 publications

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“…As such, it links novel technological developments with an old debate on art versus science in marketing (Brown, 2001). Axiom 4 suggests that empathy is a necessary precondition to obtain sufficient customer insights linking to the debate on outside‐in strategy (e.g., Rust, 2020a). While a partial understanding can be gained without empathy, full customer understanding is arguably not possible without empathy.…”

Section: Foundational Premises Of Empathy‐based Marketingmentioning

confidence: 99%

“…For instance, an empathetic approach aimed at understanding customers is mirrored in popular concepts such as “customer intimacy” (e.g., Treacy & Wiersema, 1993), “customer knowledge competence” (e.g., Campell, 2003), and “customer insights” (e.g., Andersen & Ritter, 2008; Musarra & Morgan, 2020). One ongoing stream in the literature that is relevant to this issue is that of “outside‐in marketing” (e.g., Musarra & Morgan, 2020; Rust, 2020a), which can be condensed as being the marketing view of strategy, as opposed to the resource‐based view. Yet, even recent outside‐in marketing literature has emphasized the necessity of utilizing big data (e.g., Rust, 2020a), which arguably exacerbates the risk of missing out on obtaining a true empathetic understanding of the customer base (e.g., Ferràs‐Hernández, 2018; Huang et al, 2019; Malone, 2018; Rust & Huang, forthcoming).…”

Section: Introductionmentioning

confidence: 99%

“…One ongoing stream in the literature that is relevant to this issue is that of “outside‐in marketing” (e.g., Musarra & Morgan, 2020; Rust, 2020a), which can be condensed as being the marketing view of strategy, as opposed to the resource‐based view. Yet, even recent outside‐in marketing literature has emphasized the necessity of utilizing big data (e.g., Rust, 2020a), which arguably exacerbates the risk of missing out on obtaining a true empathetic understanding of the customer base (e.g., Ferràs‐Hernández, 2018; Huang et al, 2019; Malone, 2018; Rust & Huang, forthcoming).…”

Section: Introductionmentioning

confidence: 99%

“…While it is beyond the scope of the present paper to provide an extensive review here, three key literature streams are worthwhile to highlight in relation to my agenda. First, there is a wide body of research on customer insights and consumer psychology, which has become increasingly systematized over the years (e.g., Andersen & Ritter, 2008; Campell, 2003; Levitt, 1960; Rust, 2020a; Treacy & Wiersema, 1993). Second, my work not only builds upon but also sharpens the contributions on empathy among marketing‐related personnel (e.g., Duan & Hill, 1996; Escalas & Stern, 2003; Lamont & Lundstrom, 1977; Levine et al, 2017; Mayer & Greenberg, 1964; McBane, 1995).…”

Section: Introductionmentioning

confidence: 99%

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Empathy‐based marketing

Pedersen

2021

Psychology and Marketing

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Empathy, that is, the capacity of understanding another person's perspective and feelings, has conventionally been a pillar of marketing, as the discipline from its very inception has emphasized the importance of understanding and putting oneself in the shoes of customers. Yet, with an increasing focus on rationality, objectivity, and science, marketing has arguably become more empathy‐deprived. This is unfortunate, as the increasing objectification, specialization, and the resultant distancing and fragmentation of the marketing field make it proportionally essential to emphasize an empathetic approach to marketing. Here, I address this gap by (re)introducing an empathetic approach to marketing entitled empathy‐based marketing. Empathy‐based marketing addresses the increasing customer‐distancing and subdivision of the field of marketing, by focusing on an empathetic core, stimulating cross‐fertilization, and accentuating the general well‐being of the field. Beyond discussing what this paradigm is and why the field needs it, an agenda for future research is also outlined.

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Section: Foundational Premises Of Empathy‐based Marketingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Empathy‐based marketing

Pedersen

2021

Psychology and Marketing

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“…In the past decade, marketing has proposed new organizational perspectives for thriving in the presence of these forces. A significant theoretical development is the concept of the "outside-in" perspective of the firm, which has enjoyed increasing popularity in recent years (Day & Moorman, 2010;Hunt & Madhavaram, 2019;Moorman & Day, 2016;Mu, 2015;Mu, Bao, Sekhon, Qi, & Love, 2018;Musarra & Morgan, 2020;Quach, Thaichon, Lee, Weaven, & Palmatier, 2019;Rust, 2019). The outside-in perspective shifts managerial focus outside the traditional boundaries of the firm to facilitate understanding of external forces that may significantly influence firm performance and expand knowledge of how different participants inside and outside the firm interact to create value.…”

Section: Introductionmentioning

confidence: 99%

Marketing ecosystem: An outside-in view for sustainable advantage

Zhang

Watson

2020

Industrial Marketing Management

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In the modern business environment, consumers are increasingly influenced by megatrends involving marketplace, technology, socioeconomics, geopolitics, and natural environment. Simultaneously, the data and insights that can inform consumer attitudes and behaviors often reside outside of firms' direct control. Consciously incorporating these interdependent factors into firms' decision-making is essential for adaptability and sustainable profitability. Building on the "outside-in" perspective, we propose that firm strategies should be informed through the lens of the marketing ecosystem that considers the interrelated and dynamic megatrends. By leveraging advances in data and technology, firms can sense-make the marketplace by extracting insights from massive amounts of diverse consumer data with modern-day analytics. By mapping out the megatrends with marketing analytics, firms can 1) more accurately predict consumers' changing preferences and formulate appropriate strategies to engage with them; and 2) become more market-adaptable and competitive in the present and the future. To deliver sustainably compelling value to customers, firms should adopt an ecosystem mindset and cooperate with various stakeholders. A broad-thinking, agile, and humble firm culture can enable the development of more robust outside-in capabilities. We elaborate on the megatrends in the interconnected world of the marketing ecosystem, and propose emerging research directions in each area.

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Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis

Thakur,

Kushwaha

2023

Glob Bus Org Exc

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The marketing environment has experienced significant advancements due to the transformative influence of technologies such as artificial intelligence, data analytics, decision sciences, and robotics. These innovations have entirely reshaped the fundamental marketing principles as we know them. This study uses bibliometric analysis to conduct a systematic literature review of research on Artificial Intelligence (AI) in marketing and provides future research directions. It also aims to identify the most influential and productive contributors and progression of research on AI in marketing. The bibliographic data of 317 documents on artificial intelligence in marketing research was extracted from the Scopus database. The bibliometric analysis is performed to comprehensively understand the most influential and productive articles, authors, sources, and the top contributing countries and institutions towards the discipline of AI in marketing research. The results and the publication trend show exponential growth yearly in AI in marketing research. Furthermore, it discovered four main thematic clusters: Data mining and deep learning in decision support systems, big data and generative AI in marketing, AI‐enabled commerce, and chatbots and marketing Tech that represent the recent research being carried out under AI in marketing. The trending topics recognized are marketing algorithms for decision‐making, AI‐enabled marketing, the Internet of Things (IoT) and marketing, natural language processing and customer service, robotic services, and chatbots. This study also emphasizes potential future research areas, building upon the established thematic clusters.

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Outside-in marketing: Why, when and how?

Cited by 28 publications

References 26 publications

Empathy‐based marketing

Empathy‐based marketing

Marketing ecosystem: An outside-in view for sustainable advantage

Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis

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