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

Khan, HudaMavondo, FelixZahoor, Nadia2022-12-222022-12-222025-02-25Khan, H, Mavondo, F & Zahoor, N 2025, 'Integration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility, and resources for entrepreneurial firms performance', International Journal of Entrepreneurial Behavior & Research, vol. 31, no. 2/3, pp. 609-630. https://doi.org/10.1108/IJEBR-02-2022-01931355-2554ORCID: /0000-0002-4962-9526/work/125449168https://hdl.handle.net/2164/1977621460026engmarketing agilityproduct-development capabilitymarket-driving capabilityflexible resourcesinimitable resourcesfirm performanceemerging marketHD28 Management. Industrial ManagementHD28Integration of outside-in and inside-out entrepreneurial marketing capabilities, marketing agility, and resources for entrepreneurial firms performanceJournal article10.1108/IJEBR-02-2022-0193312