Outside-in Marketing Capability and Human Capital influencing firm Performance in Technology Industry in Thailand
Keywords:
Outside-in Marketing Capability, Human Capital, Firm PerformanceAbstract
This research aims to study the outside-in marketing capability, human capital, and firm performance of technology industry in Thailand and investigate the impact of outside-in marketing capability and human capital on firm performance of technology industry in Thailand. This study used multistage stratified sampling, and the data were derived from a survey of 137 technology companies in Thailand. The key informants were the managers of each technology company. The various techniques of statistical program such as percentage, mean, standard deviation, correlation coefficient, and multiple regressions were employed in analyzing data. The findings showed that the managers of technology companies in Thailand had high level of agreement on outside-in marketing capability, human capital, and firm performance, and the outside-in marketing capability in terms of customer engaging and partner linking had direct effect on firm performance. Also, human capital in terms of experience and expertise had direct effect on firm performance. This research contributed to the new knowledge to be the effective guidelines for practitioners in technology industry in Thailand to improve marketing capability and build business alliance. Additionally, the research suggested investing in human capital in terms of professional training, experience, and expertise to retain and transfer valuable knowledge within business and finally enhancing firm performance.
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