近日，《Industrial Marketing Management》发布自2018年以来最高被引论文榜单，由人工智能与变革管理研究院齐佳音教授作为通讯作者的学术论文“Outside-in marketing capability and firm performance”位列其中。该研究成果在研究团队提出“Outside-in视角的企业营销能力模型”并证实其营销决策价值的基础上，进一步揭示了Outside-in的营销能力与Inside-out的营销能力的作用机制。
《Industrial Marketing Management》旨在提供理论、实证和案例研究，以满足市场营销学者和从业者对企业市场的研究和工作的需要，为提高工业市场的有效性提供最新的研究结果。该期刊为为SSCI检索期刊，影响因子4.695，JCR Q1，具有较高的学术影响力。
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
