Toyota and Dell both did it for a while but then stopped. American Express, Cisco, GE, Tesco, Trader Joe's and Godrej, among others, kept at it, and have continued to reap the benefits. "It" refers to the adoption of an "outside in" strategy that calls on companies to start with their market when they design their strategy, rather than limit themselves by asking what they can do with existing resources. Wharton marketing professor George Day and colleague Christine Moorman describe this approach in a new book called Strategy from the Outside In: Profiting from Customer Value.
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