Outside- in vs. Inside-out
Dr. Uditha Liyanage I think the debate on the wisdom of an "outside- in" vs. "inside-out" approache is misplaced. CC is clearly the latter but unless you match your CC with market opportunities, CC will not yield desired results.
Market or Competence first?
Jennifer There is an important reason for considering carefully if an outside-in or an inside-out approach is adviseable: in reality you will often end up with different conclusions, results and strategies, depending on your initial choice.
Of course it is agreed that you should always consider both aspects, irrespective of your starting point.
Outside or Inside?
John Keifer Hamel and Prahalad wrote 14 years (1994) ago about core competencies. Since then, firms have disintermediated to a large extent across many industries. The need now is for firms to rapidly specialize and leverage their specialization across other firms likewise specializing. The idea of "core competencies" or key value creating processes now must be viewed now through a dynamic, constantly evolving prism.
Stated differently, my impression is that speaking to the externality of the market or the internality of the firm no longer captures the essence of their key contribution to understanding the essence of firm competitiveness.