Is a metaphor that is sometimes used to encapsulate the thinking behind the resource-based view of the firm. The latter is based on identifying the distinctive competencies of the firm that endow it with competitive advantage and then building a competitive strategy that allows the exploitation of these competencies. Strategy formulation begins on the ‘inside’ therefore, with a review of distinctive assets, rather than on the ‘outside’ with a review of the business environment. [See outside-in.]
Subjects: Human Resource Management.