As a strong advocate of the Outside-In approach to business I believe that market orientation, customer value creation, customer orientation and customer experiences are the keys to success. I see long-term shareholder value as a consequence of listening and providing value to customers, and helping them get their jobs done better than the competition while providing a seamless customer experience. A preferred organizational culture from my perspective is hence market- and customer-oriented and the targeted customer segments – buyers as well as users – are the source of inspiration and development. If the customers aren’t satisfied with the solutions offered, the business will in my view suffer and the shareholder value will diminish.
You can read more about the Outside-In vs the Inside-Out perspective in this INSEAD Knowledge article: http://knowledge.insead.edu/blog/insead-blog/business-strategy-are-you-inside-out-or-outside-in-3515