The impact of outside-in marketing capability on company performance with mediating inside-out marketing capability(Studying Construction Utility Industry in Tehran)

The purpose of this study was to investigate the impact of outside-in marketing capabilities on the performance of manufacturing companies in the Tehran building installation industry through the mediation of inside-out marketing capabilities. The present study was a descriptive-survey of correlation type. The present research design is applied. The statistical population of this study consisted of all manufacturing companies in the construction facilities industry of Tehran province (N = 220) who were selected through available non-probabilistic sampling. The research instrument included a standard questionnaire, including the questionnaire of outside-in marketing capability Mu et al. (2018), inside-out marketing capability of Mu (2015) and the performance of Vorhies et al. (2005). SPSS statistical software and PLS were used to analyze the data. To test the research hypotheses structural equation modeling approach was used. the findings showed that outside-in marketing capability and inside-out marketing capability have a significant and positive effect on company performance .Indeed, out-side marketing capabilities have a significant and positive effect on inside-out marketing capabilities and outside-in marketing capabilities will update the inside-out marketing capabilities of companies. According to the analysis of the final research model, it is concluded that outside-in marketing capability and inside-out marketing capability will improve the marketing capabilities of companies and consequently increase the performance of companies.