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

Purpose The resource-based view (RBV) emphasises the importance of resources for firm performance. However, recent research argues that focus on performance should also be based inside-out (IO) and outside-in (OI) capabilities. Specifically, we study product development (an IO) market driving OI) entrepreneurial marketing capabilities in an emerging market. further investigates moderating effects agility relationship between Design/methodology/approach is survey data a multi-industry sample 102 firms Pakistan. Findings results show moderates resource-mix flexibility capabilities, but it only positively inimitability capability. Marketing play role as parallel mediators Originality/value lies at intersection entrepreneurship literature by (1) providing nuanced understanding boundary spanning factor IO OI capabilities; (2) integrating resource types from market-driving perspectives; (3) identifying guidance entrepreneurs seeking improved