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Journal Articles

Integration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility and resources for entrepreneurial firm performance

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Huda Khan, Felix Mavondo, Nadia Zahoor
Journal: International Journal of Entrepreneurial Behavior & Research
International Journal of Entrepreneurial Behavior & Research (2025) 31 (2-3): 609–630.
https://doi.org/10.1108/IJEBR-02-2022-0193
Published: 24 November 2022
... Emerald Publishing Limited Licensed re-use rights only Marketing agility Product-development capability Market-driving capability Flexible resources Inimitable resources Firm performance Emerging market The characterisation of inside-out (IO) and outside-in (OI) capabilities suggests...
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