دانلود رایگان مقاله انگلیسی خارج از توانایی بازاریابی و عملکرد شرکت - الزویر 2018

ABSTRACT

Employing an outside-in strategic perspective, we address an under-researched question in the extant marketing literature: How and when do firms, by virtue of their outside-in marketing capability, manage to achieve superior performance residing in such capabilities? We find that outside-in marketing capability leads to superior firm performance via its impact on inside-out marketing capability and strategic flexibility. Outside-in marketing capability provides a basis for the firm to update its inside-out marketing capability and to flexibly allocate resources leading to a performance advantage. Our results suggest that modeling outside-in marketing capability along with inside-out marketing capability and strategic flexibility provides a more accurate picture of firm performance outcomes and enhances the efficacy of marketing capability logic with respect to firm performance. We also show that outside-in marketing capability positively affects firm performance only when transformational leadership and employee proactivity are relatively high. When transformational leadership and employee proactivity are low respectively, increasing outside-in marketing capability can have counter-productive impact on firm performance. This interaction between the marketing organization (MARKORG) elements of capabilities and human capital shows that both of these elements work together to achieve superior firm performance. The results suggest that firms stand to gain more from outside-in marketing capability by devoting resources for developing leadership skills and nurturing employee proactivity. We conclude the article by discussing the implication of this research for theory and practice, highlighting the limitations and offering future research directions.

5. Conclusion and discussion

According to Moorman and Day (2016), it is important to study how the interaction and integration of the MARKORG elements—firm capabilities, capabilities configuration, human capital, and culture—- contribute to marketing excellence and firm performance. Using outside-in strategic view (Day, 1994, 2011) as a theoretical lens, we investigate the mediating role of inside-out marketing capability and strategic flexibility, and moderating role of transformative leadership and employee proactivity in the relationship between outside-in marketing capability and firm performance. Our research has both novel theoretical and practical implications.

5.1. Theoretical implications

Our research advances the study of interaction of different MARKORG elements and firm performance in several ways. First, our research not only shows that outside-in marketing capability is a vital source of competitive advantage but also explains the mechanism by which outside-in marketing capability impacts firm performance. In particular, we show that outside-in marketing capability enables a firm to build superior inside-out marketing capability as well as flexibly allocate resources according to changing market needs. This ability to change functional marketing capabilities and redeploy existing resources according to changing market conditions helps deliver superior customer value which translates into superior firm performance.