近日，《Industrial Marketing Management》發布自2018年以來最高被引論文榜單，由人工智能與變革管理研究院齊佳音教授作為通訊作者的學術論文“Outside-in marketing capability and firm performance”位列其中。該研究成果在研究團隊提出“Outside-in視角的企業營銷能力模型”并證實其營銷決策價值的基礎上，進一步揭示了Outside-in的營銷能力與Inside-out的營銷能力的作用機制。
《Industrial Marketing Management》旨在提供理論、實證和案例研究，以滿足市場營銷學者和從業者對企業市場的研究和工作的需要，為提高工業市場的有效性提供最新的研究結果。該期刊為為SSCI檢索期刊，影響因子4.695，JCR Q1，具有較高的學術影響力。
Outside-in marketing capability and firm performance
Jifeng Mu, Yongchuan Bao, Tejvir Sekhon, Jiayin Qi, Edwin Love
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? 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 outside-in marketing capability and human capital shows that both factors work together to achieve superior firm performance. The results suggest that firms stand to gain more from outside-in marketing capability by devoting resources to 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.
Keywords: Outside-in marketing capability; Inside-out marketing capability; Strategic flexibility; Transformational leadership; Employee proactivity
https://doi.org/10.1016/j.indmarman.2018.03.010
