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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
... capabilities, but it only positively moderates the relationship between resource-mix inimitability and product development capability. Marketing driving and product development capabilities play a role as parallel mediators between resources and firm performance. Originality/value The study lies...
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