Sometimes academic research evolves to support what common sense has told us for years.
A standard phrase in the marketing lexicon is “look at it from the customers perspective” an obvious and logical strategy, not often used for a range of reasons, largely associated with the manner in which firms organise and conduct their operational, strategy development and governance processes, but largely driven by common sense and experience.
Now there is research, and books coming that supports the notion of the “outside in” company. At last, common sense appears to be making a formal appearance.
