01736nas a2200157   4500008004100000245006200041210006100103260000900164300001000173490000700183520123300190653001401423100002101437700002201458856009801480       2021                        eng d00aLeveraging stakeholder networks with outside-in marketing0 aLeveraging stakeholder networks with outsidein marketing  c2021  a72-750 v923 aThe theory of Outside-in marketing (OIM) emphasizes the importance of internal and external partners of a firm to drive strategies for value creation. OIM is based on four key tenets: market sensing and responses, segmentation and targeting, innovation, and employee's learning effort. With this commentary, we apply the theory of OIM to network analysis. By doing so, we identify key stakeholder networks as part of a firm's business ecosystem and discuss the value that can be extracted from different stakeholder networks. Most prior network research in marketing has mainly used customer or employee network data while neglecting other important stakeholder groups. We provide information about how network analysis of stakeholder data can fill gaps in the marketing literature and provide firms with essential knowledge, economic value, and influence over external partners, and improve the value generation process. We first describe each tenet and give examples of stakeholder networks that can be investigated within the realm of the tenet definitions. We then discuss different challenges that social network research can pose, and end with future research questions that can be explored for empirical research studies.10aMarketing1 aPetersen, Andrew1 aSchmid, Franziska  uhttps://dev.business.oregonstate.edu/biblio/leveraging-stakeholder-networks-outside-marketing