Outside-in, Inside-out, and Blended Marketing Strategy Approach: A Longitudinal Case Study

Abstract

Outside-in, inside-out, and blended marketing strategy perspectives represent an unbroken line of inquiry. Nonetheless, still few studies have empirically explored the distinctive characteristics of these three marketing strategy approaches. This study performs an in-depth retrospective longitudinal case study to explore how outside-in, inside-out, and blended marketing strategy approaches evolved. With this article, we enrich the marketing strategy debate by elucidating the in-depth features of the three approaches. This work also provides practitioners with a useful managerial diagnostic tool through which to identify firms’ marketing strategy approach, and potential mismatches with the environment.

Full text

International Journal of Marketing Studies; Vol. 12, No. 3; 2020
ISSN 1918-719X E-ISSN 1918-7203
Published by Canadian Center of Science and Education
1
Outside-in, Inside-out, and Blended Marketing Strategy Approach: A
Longitudinal Case Study
Moreno Frau1,2, Ludovica Moi1 & Francesca Cabiddu1
1 Department of Economics and Business, University of Cagliari, Cagliari, Italy
2 Corvinus Institute for Advanced Studies, Corvinus University of Budapest, Budapest, Hungary
Correspondence: Moreno Frau, Department of Economics and Business, University of Cagliari, IT, Viale
Sant’Ignazio, 74, 09123, Cagliari, Italy. E-mail: moreno.frau@unica.it
Received: May 7, 2020 Accepted: June 18, 2020 Online Published: June 23, 2020
doi:10.5539/ijms.v12n3p1 URL: https://doi.org/10.5539/ijms.v12n3p1
Abstract
Outside-in, inside-out, and blended marketing strategy perspectives represent an unbroken line of inquiry.
Nonetheless, still few studies have empirically explored the distinctive characteristics of these three marketing
strategy approaches. This study performs an in-depth retrospective longitudinal case study to explore how
outside-in, inside-out, and blended marketing strategy approaches evolved. With this article, we enrich the
marketing strategy debate by elucidating the in-depth features of the three approaches. This work also provides
practitioners with a useful managerial diagnostic tool through which to identify firms’ marketing strategy
approach, and potential mismatches with the environment.
Keywords: outside-in, inside-out, blended approach, marketing strategy, longitudinal case study, qualitative
research
1. Introduction
Since the early ’90s, marketing scholars broadly discussed how marketing strategies facilitate enduring
competitive advantage (e.g., Barney, 1991; Miller, Eisenstat, & Foote, 2002; Russell, 1999; Srivastava, Shervani,
& Fahey, 1998). Marketing strategy development critically depends on a firm’s internal resources as well as the
external environment (Riezebos & Van der Grinten, 2012; Ulrich & Smallwood, 2007). In this conception,
researchers are focused on two different schools of thought, namely, the inside-out and the outside-in strategy
(Day & Moorman, 2011; Miller et al., 2002). According to the outside-in approach, firms exploit the external
inputs, such as customers, competitors, and suppliers (Tracey, Lim, & Vonderembse, 2005) in addition to
external knowledge (e.g., open innovation) (Carter, Grover, & Thatcher, 2011; Saeed, Yousafzai, Paladino, & De
Luca, 2015; Frau et al., 2019) to adjust internal resources and capabilities and to fit environmental changes (Day
& Moorman, 2011). Conversely, according to the inside-out approach, firms leverage their dear, rare, unique, and
irreplaceable internal resources to handle external occasions and menaces (Barney, 1991; Miller et al., 2002).
Over time, these two perspectives have been trying to converge to push the boundaries of the single-taken
approaches (Barney, 2014; Combs & Ketchen Jr, 1999; Kozlenkova, Samaha, & Palmatier, 2014; Makadok,
2001; Randall, Day, & Moorman, 2013; Frau & Cabiddu, 2016). As a result, a fresh outlook combining the
benefits of both outside-in and inside-out approaches has emerged: the blended approach.
Despite the considerable body of knowledge on the three marketing strategy approaches (Day & Moorman, 2011;
Kozlenkova et al., 2014; Miller et al., 2002), little consideration has been dedicated to empirically examining
their in-depth characteristics (e.g., Ordanini, Parasuraman, & Rubera, 2014; Carter et al., 2011). The scant
attention to empirical studies complicates the understanding of how to classify marketing theories and strategies
according to the proper approach, as well as supporting practitioners in formulating effective marketing
strategies.
Additionally, to our knowledge, no study has conducted a longitudinal analysis of the three approaches’
evolution. Studies about the development of the marketing strategy approaches are significant for understanding
how they operate and evolve.
This work has a two-fold objective: 1) to perform an in-depth analysis of the literature grasping the central and
distinctive features of the three marketing strategy approaches (outside-in, inside-out, and blended), and organize

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them in a theoretical framework; 2) to empirically explore how the use of different marketing approaches have
evolved. To this end, this paper attempts to answer the following research question: “How have firms been
employing outside-in, inside-out, and blended approaches over time?”
Accordingly, this study adopts a retrospective longitudinal single-case study research design (Yin, 2008),
focusing on the cooperative 3A (Assegnatari Associati Arborea), a foremost dairy firm in Italy.
For research, this study contributes to extend current knowledge on marketing theory and strategy by displaying
a dynamic succession of events linked to the marketing strategy characteristics, and suggesting a theoretical
framework in which the key features of the three marketing strategy approaches are explained. For practice, this
work provides managers with a useful foundation through which to adopt the proper marketing strategy approach
that fits the external environment conditions.
Our study is organized as follows: first, we analyze the literature, and organize the key theoretical concepts in a
theoretical framework; then, we describe the details of the methodology we adopted, and the data analysis
process; finally, we argue about the findings, and end this work with the discussion section.
2. Literature Review on Marketing Strategy Approaches
Marketing scholars and professionals conceive marketing approaches as critical for developing strategy and
reach competitive advantage (Srivastava et al., 2001; Kozlenkova et al., 2014). Firm’s marketing approaches
may exhibit as outside-in, inside-out, and blended.
Firms assume an outside-in perspective when they structure marketing strategy mainly considering the external
environment dynamics (Baden-Fuller, 1995; Day & Moorman, 2011; Lillis & Lane, 2007). Therefore, it becomes
crucial the monitoring of the whole external environment (D’Aveni, 1994; Chong, Bian, & Zhang, 2016). For
instance, customer monitoring allows gathering information on new market opportunities and customers’ needs
changes (Kohli & Jaworski, 1990; Nakata & Zhu, 2006), achieving superior performance and customer value
(Day & Moorman, 2011; Finne & Grönroos, 2017). Whereas competitor monitoring facilitates the assessment of
competitors’ resources and capabilities, strengths, and weaknesses, to adjust strategies accordingly (Porter, 1985).
Furthermore, supply-chain monitoring enables one to seize changes happening in suppliers and distributors (e.g.,
new materials or products) (Tracey et al., 2005; van Lakerveld & van Tulder, 2017). While the monitoring of
technological change fosters proactively seizing technological innovations in the industry relative to competitors
(Carter et al., 2011). The monitoring of the external environment also includes the tracking of external
knowledge outside the firm’s borders and industry (March, Sproull, & Tamuz, 1991; Morgan, Katsikeas, &
Appiah-Adu, 1998), to develop the market-based capabilities in absorbing and exploiting such knowledge
(Barrales-Molina et al., 2014; Morgan et al., 1998).
The outside-in approach aims to provide external stakeholders satisfaction (e.g., customers, shareholders,
suppliers, creditors) (Srivastava et al., 1998) to deliver valuable offerings in satisfying their needs (Holmemo,
Rolfsen, & Ingvaldsen, 2018; Ordanini et al., 2014; Schulz, Jonker, & Faber, 2018). Hence, firms are required to
develop proper market-based capabilities and assets (Barrales-Molina, Martínez-López, & Gázquez-Abad, 2014;
Conant, Mokwa, & Varadarajan, 1990). Market-based capabilities (e.g., marketing expertise) gather market
knowledge to adapt the firm to evolving markets (Ramaswami et al., 2009; Bruni & Verona, 2009). They can be
“distinctive” (Conant et al., 1990; Ngo & O’Cass, 2012), as they are strictly related to the target market and
enable to outpace competitors (Selznick, 2011), or even “dynamic”, since they support other capabilities in
accomplishing market evolution (Barrales-Molina et al., 2014; Morgan et al., 1998). On the contrary,
market-based assets like channels, brands, reputation, and client portfolio, will mean any concrete,
organization-related or individual characteristic that helps companies to elaborate and use approaches that boost
productivity and performance on the market, while the benefits will be actualized in the market of the external
product (Srivastava et al., 1998). They can be intangible, owing to a distinctive value challenging to imitate.
According to the literature, the outside-in approach triggers demand-pull innovation and open innovation (Pérez,
Dos Santos Paulino, & Cambra-Fierro, 2017; Saeed et al., 2015; Slotegraaf & Pauwels, 2008; Frau et al., 2019).
In this perspective, the primary source of innovation is the customer demand (i.e., demand-pull), or the
exploitation of external knowledge to improve internal innovation and extend outside firm’s borders (i.e., open
innovation) (Chesbrough, 2003; Yamin & Kurt, 2018). Practical examples are technological, product/service, and
process/activity innovation (Ferreira et al., 2015). Technological innovation refers to new tools or devices and
includes better solutions for unique explicit or tacit market needs (Chidamber & Kon, 1994). When firms deal
with market changes, they innovate their products and services under customers’ or stakeholders’ inputs
(Ordanini et al., 2014), and consequently alter their way of production and/or workers’ assignment
(product/service and process/activity innovation).

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Firms, taking advantage of internal company-specific property and capacity to mold their marketing strategies
respectively, use an inside-out approach (Barney, 1991; Choi, 2016; Miller et al., 2002). For instance, the firm
can exploit an internally-developed technology through R&D to reduce production costs, and promote new
marketing initiatives (e.g., launching a new product). A key characteristic of the inside-out approach is the
internal efficiency, that is, the ability to profit from the relationship between its product and the required
resources (Carter et al., 2011; Williamson, 1991), thereby enhancing the overall profitability. For instance,
accuracy, flexibility, zero-defection strategy in production, delivery, and after-delivery are some of the practices
aimed at improving internal efficiency and productivity (Ravald & Grönroos, 1996). Internal efficiency can be
broken up into resource, process, activity, and organizational efficiency. To increase the efficiency of a resource,
the company seeks better practice for establishing and applying its tangible and intangible assets, and reduce
costs to increase its revenue and avoid value co-destruction (Williamson, 1991; Cabiddu et al., 2019). The
efficiency of activity and process indicates the actions and procedures that employees accomplished through
their work.
While, the efficiency of the organization is a way a firm coordinates employee in groups and their hierarchical
relationship (Carter et al., 2011). When referring to the inside-out approach, scholars highlight the resource
endowment or the company’s asset regarding resource quality (array and design) and quantity (Srivastava et al.,
1998). Estimating the overall industry resource endowment, one could appreciate the rarity of a resource. As per
the literature, the evolution of sustained competitive advantage relies, critically, on the supply endowment
governed by a company (Barney, 1991, p. 116). Furthermore, the inside-out approach leverages on distinctive
resources and capabilities (Bridson & Evans, 2018; Teece et al., 1997). An asset is unique when it is owned by
the company, or it seldom shows up is the respective industry. The company needs to implement a particular
activity better than its competition to have a distinctive capability (Selznick, 2011).
Furthermore, companies, to pinpoint asymmetries with the competition, need to investigate their capabilities and
assets (Miller et al., 2002). Because asymmetries are capabilities or assets that the firm owns, such asymmetries
can be exploited as critical sources to create sustainable competitive advantage (Miller et al., 2002).
Subsequently, the company can avoid being imitated by the competition, if it develops its distinctive capabilities
and assets, and can set up a surface for turn into a firm that is more detectable, distinguishable, and relevant
(Gromark & Melin, 2013). Against this backdrop, the outside-in approach is taking care of the external
stakeholders, whereas the inside-out approach tends the internal stakeholders’ satisfaction (Aerts, Dooms, &
Haezendonck, 2015; Lillis & Lane, 2007). The primary internal associates are firm owners, workers, and
managers. Specifically, on the one hand, owners require repayment for their investments and a continuous
increase in revenue rate in the long run. On the other hand, workers demand a reliable job and earning,
enhancement in the work circumstances, and challenging tasks (Burmann, Hegner, & Riley, 2009; Burmann,
Jost-Benz, & Riley, 2009) to grow and become a key employee in the firm (Lillis & Lane, 2007). Finally,
managers desire, e.g., to create high performing brands (Ulrich & Smallwood, 2007). Differently from the
outside-in approach, the inside-out one is a technology push approach (Jaakkola, Möller, Parvinen, Evanschitzky,
& Mühlbacher, 2010), which means that the firm urges launching into the market a technological innovation
prepared by its internal crew (e.g., R&D), disrespecting the fact that the innovation is not demanded by its
customers. Additionally, the inside-out approach strongly focuses on the strategies based on the internal
knowledge (Nonaka, Toyama, & Konno, 2000), developed and shared within the firm borders and in particular
by the employees (Spender, 1996), including not only the R&D unit associates but also the others involved in the
knowledge-producing.
As mentioned before, although the inside-out and outside-in approaches appear to be each other’s opponents, a
joined use of them has been currently a new point of view in the academic debate (Barney, 2014; Saeed,
Yousafzai, Paladino, & De Luca, 2015; Srivastava, Fahey, & Christensen, 2001; Frau & Cabiddu, 2016). The
result is the emergence of the blended approach, a new approach that merges conveniences of both the outside-in
and inside-out aspects. Researchers developed the blended approach to explain accurately the relation among a
company’s performance, its resource, and its external environment (Kornum, Gyrd-Jones, Al Zagir, & Brandis,
2017; Kozlenkova et al., 2014; Day, 2014). Meanwhile, a blended aspect of marketing strategy approaches has
been developed by practitioners to exploit both approaches (Gellweiler, 2018; Humbert et al., 1997; Urde et al.,
2013). The blended approach considered the spanning capabilities (Day, 1994), that are, the arrangement of
actions that includes the processes applied to fulfill the foreseen customer needs defined by the outside-in
opportunities and meet the expectations previously set to boost relationships (Day, 1994). Hence, spanning
capabilities can build connections between inside-out and outside-in capabilities to allow the collective function
of the two approaches. Therefore, spanning capabilities can create links and connections between outside-in and

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inside-out capabilities to make them working together (Conduit, Matanda, & Mavondo, 2014; Qiu, 2012).
Accordingly, they help to develop distinctive capabilities that are difficult to imitate by competitors. The blended
approach also involves interfirm cooperation (Combs & Ketchen, 1999), which concerns partnerships between
two or more organizations, or the organization and its customers. When a firm decides to cooperate with other
firms or its customers, it usually aims to cut or split expenditures and enhance internal efficiency (Carter et al.,
2011; Williamson, 1991).
The results of our literature analysis are synthesized in a theoretical framework, in which the key features of the
three marketing strategy approaches are depicted (see Figure 1). Drawing on our framework, we then proceeded
by empirically exploring the three marketing strategy approaches through a retrospect longitudinal single-case
study.
Figure 1. The theoretical framework of marketing strategy approaches.
3. Methodology
This study employs a qualitative retrospect longitudinal single-case study, which is suitable for “how” modes of
inquiry about a set of events (Yin, 2008).
The longitudinal research design increases the validity of this work as it allows the investigation of complex
multi-variable phenomena unfolding constantly (Eisenhardt, 1989). The analysis covers the period from 1956
(company foundation date) to April 2020.
3.1 Case Selection Process
We selected our case-study applying these selection principles: 1) transparency; 2) access to important
information; 3) good background information base of the company and of its surroundings (customers, work
routine, habits, associates, production organization, and standards of excellence); 4) long-running company; 5)
medium or big size company; 6) a wide range of products which includes at least a product developed from
customers’ needs.
Access to important information, clarity, and solid background information base of the company ensure access to
proper data quality, which is fundamental for qualitative research design. Moreover, the firm should implement
all the three approaches, so that the ideal company exists for a minimum of fifteen years because a marketing

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strategy needs leastwise five years to be accurately carried out. Apart from longevity, the company requires to
expand in size. The ideal firm also needs a well-structured marketing unit. Furthermore, the marketing unit
should have worked with an ample range of products. A large variety of products allows studying marketing
strategies related to the product created from different inputs, for example, from the firm’s specific resources or
unique production process, as well as from consumers and other external stakeholders’ needs. Finally, we
selected a case study that can probably develop the current theory (Eisenhardt, 1989).
Based on the criteria mentioned above, it was chosen the firm 3A (Assegnatari Associati Arborea), which is a
noted dairy cooperative of firms on the Sardinian market (Italy). A cornerstone element of 3A’s business is Latte
Arborea, its top brand. The firm was founded in 1956, and it performs consolidated marketing activity. 3A
solidly keeps pace with times and market needs. Hence it develops an ample assortment of products. Apart from
a variety of dairy products, such as curd and ripened cheese, milk, yogurt, mozzarella, and the most recent
ice-cream mix, 3A has also started selling a full line lactose-free product on the market, and even an innovational
product named WEY explicitly developed for sportspersons use.
3.2 Data Collection
We gathered data from several sources: semi-structured interviews, the firm’s social media profiles, its official
website, internal reports, and documentation. We triangulated data sources to generate more robust findings
(Eisenhardt, 1989; Yin, 2008).
We collected primary data through semi-structured interviews with key respondents. We followed a
semi-structured interview protocol including fifteen open-ended questions (e.g., “Over time, how your business
adjusts the way it engages the customers?”, “What is that make your business inimitable in comparison with its
competitors and why?” “How your company collaborate with other organizations and to which purpose?”)
(Fontana & Frey, 2000). The protocol was pilot-tested to verify the clarity of questions and refined based on the
feedback received (Yin, 2008).
We stopped at 8 interviews when theoretical saturation was reached. The interviews lasted between 50 and 90
minutes (see Table 1).
Table 1. List of informants and interview duration
Informant Interview length
Milk Category Manager 61
Dairy Product Category Manager 82
Head of Marketing 57
Board Chairman 65
CEO 73
Production Manager 90
Head of IT 50
Head of R&D 84
We collected secondary data through social networks, the official website, and internal documents. We included
the Latte Arborea Facebook page and YouTube channel as the contents are precisely dated and, hence, suitable
for a retrospective longitudinal analysis. We employed NCapture, an NVivo’s browser tool, to gather the data
from the firm’s official website and the materials shared by Latte Arborea (e.g., posts, tags, pictures, videos,
links), and the firm’s responses to customers’ comments. We also included in the analysis advertising video
published on the firm’s YouTube channel.
3.3 Data Analysis
We structured data according to the theoretical framework depicted in Figure 1. We followed a concept-driven
coding scheme based on three primary nodes outside-in, inside-out, and blended approach, and nineteen
child-nodes, which embody the features of the three approaches (e.g., environment monitoring, internal
efficiency, resource endowment). Finally, we used additional child-nodes representing the sub-characteristics
(e.g., competitor monitoring, technological innovation, resource efficiency) (Gibbs, 2007). Furthermore, the
attribute “time” was added to nodes and child-nodes to keep track of time during the data analysis accurately and
adequately.
To check the consistency among practice and theory, each code was compared with the features and sub-features’
definitions given in the literature section.

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The coding activities were performed separately and simultaneously by two of the co-authors. We checked and
validated reliability by running a Coding Comparison Query (coefficient K was above 0.75).
Finally, we run a matrix query based on the attribute “time” to show the nodes with their contents in chronologic
order.
4. Findings
According to data analysis, we distinguished three main periods during which different marketing strategy
approaches prevailed: inside-out (1956−1985); outside-in (1986−2009); blended approach (2010−2020).
By performing an event-ordered matrix (Miles and Huberman 1994), this study tried to link the events relevant
for the firm marketing strategy with each of the three periods (see Table 2).
Table 2. Event-ordered matrix: dominant marketing strategy approach evolution.
Periods
Theoretical framework
T1
1956−1985
T2
1986−2009
T3
2010−2020
Blended
Approach
Inside-out Resource endowment • Purchase of the
production plant;
• Purchase of the tank
trucks;
• Investments in
production plant development.
Distinctive assets and capabilities • Connection with
the territory.
Internal stakeholder satisfaction • Growth in market share;
• Demand exceeds supply.
Technology push • Milk distributed in
triangular cartons rather than in
bulk;
• Milk moves from the
triangular package to a liter
rectangular one.
Internal knowledge • The launch in the market
of a new type of cheese.
Internal
efficiency
Resource
efficiency
• Cows nutrition care. • Production
involves using
secondary outputs in
other processes.
Process and
activity efficiency
• Breeding farm
rationalization.
Organizational
efficiency
• Breeding farm
modernizing;
• Investments in quality
improvement.
Spanning Capabilities • Change of
corporate image
leveraging on quality,
link with the territory
and customer
satisfaction;
• Settlement of
R&D function.
Interfirm Cooperation • Cooperative ties
with suppliers.
Outside-in Demand-pull
and open
innovation
Technological
innovation
• Technologies
developed by suppliers.
Product and
process
innovation
• Launch in the
market of products
inspired by customer
needs.
• Further launch
of new products
inspired by customer
requirement

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External stakeholder satisfaction • Expansion of
product range;
• Experiential prize
content;
• The opening of an
educational lab for
children.
Market-based capabilities and assets • Massive
investment in marketing;
• Use of
testimonials.
• Intensive use of
the social network.
Environment
monitoring
Customer
monitoring
• Customer needs
systematic monitoring;
• Customer new
segment monitoring.
Competitor
monitoring
• Market share
monitoring;
• New competitors'
entrance monitoring.
Supply chain • New supplier
monitoring.
Technological
change
monitoring
External
knowledge
monitoring
• Refresher courses
for employees;
• Knowledge
exchange with other
firms.
4.1 Inside-out Approach (T1 1956
−
1985)
The use of the Inside-out approach (T1) started when the cooperative 3A was founded (1956). The firm formally
began its activities when it purchased the production plant and created the brand “Latte Arborea”. Even if it was
early to observe a well-structured marketing unit, some marketing tasks were already visible. A Facebook post
backdated in the year 1956 claims, “Cooperative 3A was founded to directly sell the products obtained from milk
processing provided by partners’ manufacturers”. The strategy is explicit: the direct sale of partners’ products. In
doing so, Latte Arborea bought tank trucks, and invested in the production plant extension (resource endowment,
Tab l e 2 ).
Over time, Latte Arborea tried to extend its size, looking for new production processes (internal efficiency), new
packages (technology push), and new products (internal knowledge). About internal efficiency, the firm started a
program of rationalization for the breeding farms to reduce costs. At the same time, it worked hard to improve
milk production, taking care of cows’ nutrition, modernizing breeding farms, and investing in milk quality. One
of the first advertisement broadcasted on regional TV stations and accessible on the YouTube channel, says: “We
are brought together by genuineness (strict screening of animal feed), by the care to animals’ health (supervision
of the cow’s well-being), and by the willingness to raise the welfare of everyone”.
According to the firm website, in 1966, 3A introduced a new way to supply milk, which is “no longer sold in
bulk, but in triangular cartons” (technology push). This event represents a milestone in the firm’s inside-out
marketing strategy as it triggered the change in customers’ habits. The firm’s internal resources and capabilities
were strong enough to change its market. Another step in the same direction is the introduction of a new product,
a crud cheese. Latte Arborea’s customer used to consume aged pecorino cheese when the firm launched a crud
cow cheese produced thanks to internal knowledge. This new product managed to change customers’ tastes.
Finally, according to Latte Arborea’s official Facebook page and website, the outside-in marketing strategy
contributed to internal stakeholder satisfaction since “Latte Arborea starts penetrating throughout the island [its
market] slowly undermining the monopoly of sheep’s milk”.
4.2 Outside-in Approach (T2 1986
−
2009)
The use of the Outside-in approach (T2) began in 1986 when the company made a massive investment in
marketing, which ended in 2009 when Latte Arborea decided to restyle its image. During T2, the firm intensely

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focused on its market and its external environment (Table 2).
Latte Arborea started creating products inspired by customer needs. For example, “the lactose-free milk has been
developed thanks to an input coming from the market,” claimed the milk category manager. The development of
a high digestibility product line, conceived to lactose intolerance people, manifested Latte Arborea’s willingness
to welcome new ideas from the market (pull innovation).
Regarding the environment monitoring, to keep customers’ satisfaction controlled, “We conduct an annual
survey […] to measure the brand health status… this on the consumer side, market,” said the dairy product
category manager. The production manager added that also competitors are monitored: “Certain countries are
big milk producers, and can cause fluctuations in the price [...] this brings market changes, consequently,
significant implications in marketing strategies”. In other words, Latte Arborea catches information about the
external environment to be proactive to market changes. Also, the firm pushes key workers to improve
themselves by cross-pollinating their knowledge with others: “exploiting the chances provided by the firm to
meet other people, to compare ourselves with other companies’ employees, to strengthen our skills, and see what
occurs in other businesses, we develop the capability to transfer the knowledge gained in these experiences on
the tasks that we do in our firm,” claimed the CEO.
Furthermore, even a closed observation of the supply chain matters: “Our company handles and inspects the
entire supply chain,” said the board chairman. The firm has a market share distinguished by certified quality, that
in turn is based on a high performing supply chain. As regards the external stakeholder satisfaction, Latte
Arborea expanded its product range and, simultaneously, launched contents with an experiential prize such as
holidays or tickets for sport and music events.
Data showed that, during T2, Latte Arborea adapted itself to market changes, using innovation-based marketing
strategies as inputs for the new product development, process/operation adjustments, and technology changes. In
line with the outside-in approach, the firm changed capabilities and assets internally developed to match with its
market and, more in general, with its external environment.
4.3 Blended Approach (T3 2010
−
2020)
T3 started at the beginning of 2010 when 3A decided to restyle its image. It keeps going on, but the dataset ends
in April 2020. During T3, the firm focused on both its internal resources and capabilities and its market and
external environment at once, trying to balance both (Table 2). In this attempt, spanning capabilities played a
crucial role. In 2010, the firm started to grow and conquer new market shares in Italy as well as exporting its
products in international markets. For this reason, the firm radically redesigned its image and re-mold its brand.
The firm changed its payoff to “The cows’ happy island” from “milk from Sardinian breeding of cows only,”
claimed the head of marketing. The new one introduces animal welfare and gives emphasis to a surprising
element: the breeding of cows can thrive in a Mediterranean climate too, which is “an element that amazes and
attracts customers”, revealed an internal report base on a survey. Thus, the presence of cows in Sardinia is a fact
that astonishes and catches new customers, and it has converted as the Latte Arborea distinguishing component.
Additionally, the role played by Research and Development has been changing. The head of R&D said: “people
who work in our office are rising their importance because R&D is becoming the link among production,
suppliers, marketing, and trade”. Therefore, the company is trying to create links between inside-out oriented
functions like production with marketing and trade (inside-out).
Regarding interfirm cooperation, we found in the dataset that partnerships are essential, and a source of
advantage: “Without cooperation… it would be hard! Partnerships are vital to business growth... also when
cooperation is between firms from different industries, the exchange of knowledge is every time positive. Our
company might not be successful without collaboration”, revealed the head of IT. Finally, Latte Arborea
combined product innovation and resource efficiency by developing products such as WEY, based on secondary
outputs from other production processes. Such products can improve company efficiency by reducing production
waste and attracting new market segments (e.g., athletes).
To sum up, when the firm was founded, customers’ needs were essential, and the demand was enough to absorb
the production. Therefore, 3A focused on internal processes and exploited its internal resources and capabilities
to change market habits (inside-out 1956−1985). When the market became more competitive, Latte Arborea
changed entirely its marketing strategy approach focusing on customer’s needs and monitoring its external
environment. This time, Latte Arborea changed itself to fit with the environment (outside-in 1986−2009). When
the company decided to expand its market to the national and international contexts, it changed its marketing
strategy approach again, paying the same attention to the external as well as to the internal dynamics (blended
approach 2009−2020).

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5. Discussion and Theoretical Contribution
This study provides useful theoretical and empirical contributions to the literature on marketing theory and
strategy research.
Although previous literature offers a considerable body of knowledge on outside-in, inside-out and blended
marketing strategy approaches (Barney, 2014; Combs & Ketchen, 1999; Conduit et al., 2014; Kozlenkova et al.,
2014; Makadok, 2001; Randall et al., 2013; Chong et al., 2016), little attention was devoted to an in-depth
understanding on their main distinctive characteristics. By extending prior literature, this work advances a
theoretical framework in which the key features of the three marketing strategy approaches are explained.
Specifically, this paper analyzed previous literature to design a theoretical framework and performed a
retrospective longitudinal empirical study to empirically validate the framework and explore the evolution of the
marketing strategy approaches over time. To accomplish these results, the development of this work tried to
fulfill two aims: firstly, this research identified and described the main features of three marketing strategies
(outside-in, inside-out and blended), and organized them in the theoretical framework depicted in Figure 1;
secondly, our research contributes to the marketing strategy discussion by providing an empirical qualitative
longitudinal study. That is why our article provides relevant implications for theory and practice.
Furthermore, there is still a lack of empirical studies on the topic (Kozlenkova et al., 2014; Day, 2014). While
previous empirical studies focused on different geographical context or industries, looking for the influence of
these factors on marketing strategy approaches (Urde et al., 2013; Jaakkola et al., 2010), few studies have
analyzed the evolution of these strategies along the time. Thanks to the retrospective longitudinal case-study
conducted in this article, we provide empirical evidence about the progressive and dynamic succession of events
linked to marketing strategy characteristics (Table 2). The facts are shown in a chronological vein. The double
connection with features and time allows us to identify the evolution of marketing strategy approaches over time.
We acknowledge that this article is subject to some limitations. The qualitative data analysis relies on data
gathered from a single-case study. Although our findings could be generalized to a certain degree, this work
offers an initial framework of analysis. Further research is needed to extend our knowledge to other contexts and
a larger sample. Therefore, we encourage future empirical validation and testing of our framework.
5.1 Managerial Implications
This paper may raise management’s awareness about the “style” adopted in formulating and implementing their
strategies of marketing, by defining the main features of the three approaches. Practitioners should be trained to
recognize the features of the marketing strategy and understand whether the marketing strategy is coherent with
the firm’s global strategy to avoid internal divergence in strategic planning.
The distinction of the characteristics of the three approaches would help during marketing strategy formation
since it leads to a more informed marketing plan development. Furthermore, the framework can also be used
during the resource allocation process to decide the destination of financial resources, e.g., if they should be
placed according to an outside-in perspective, an inside-out perspective, or a blended perspective. Moreover,
training marketing managers in recognizing the main characteristics of the marketing strategy, would facilitate
the identification of competitors’ strategies, and provide information to feed a strategic countermove.
This study could serve as a useful foundation for practitioners to orient themselves across different approaches.
Thus, if the company wanted to change its marketing strategy approach, this study would facilitate
decision-making. It also could help a more efficient acknowledgment of marketing goals.
Lastly, this work may increase managers’ consciousness of the advantages of the blended strategy, that could be
utilized to exploit internal resources and external inputs at once. This means that the blended approach could
help exceed the restrictions of the strategies individually-considered, combining the benefits of both the
inside-out and outside-in approaches.
Acknowledgments
The authors gratefully acknowledge the Sardinian Regional Government for the financial support. Also, Moreno
Frau thanks the CIAS (Corvinus Institute for Advanced Studies) for funding his current position as visiting
research fellow at the Corvinus University of Budapest.
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