Yrjölä, Mika; Kuusela, Hannu; Neilimo, Kari; … - In: European Business Review 30 (2018) 5, pp. 529-553
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...