The 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.

外部营销理论（OIM）强调了公司内部和外部合作伙伴对推动价值创造战略的重要性。OIM基于四个关键原则：市场感知和响应，细分和目标定位，创新以及员工的学习努力。通过这篇评论，我们将OIM理论应用于网络分析。通过这样做，我们确定了关键利益相关者网络作为公司业务生态系统的一部分，并讨论了可以从不同利益相关者网络中提取的价值。市场营销方面大多数先前的网络研究都主要使用客户或员工的网络数据，而忽略了其他重要的利益相关者群体。我们提供有关利益相关者数据的网络分析如何填补营销文献空白并为公司提供基本知识，经济价值，并影响外部合作伙伴，并改善价值创造过程。我们首先描述每个原则，并提供可以在原则定义领域内进行研究的利益相关者网络的示例。然后，我们讨论了社交网络研究可能带来的不同挑战，并以可用于实证研究的未来研究问题作为结尾。