Integrating Marketing Capabilities, Human Agility, and Financial Efficiency: A Moderated-Mediation Model of Firm Performance and Competitive Advantage

Abstract

This paper is an analysis of the cross-functional abilities in the development of firm performance in the new digital economy of Pakistan by incorporating marketing, HR and financial capability approach. The model explores the impact of Digital Marketing Capability, Brand Experience Quality, Employee Digital Competence, and Financial Resource Access on Firm Performance and Competitive Advantage via Organizational Agility and Process Efficiency by drawing on the Dynamic Capabilities Theory and Resource-Based View. On the one hand, the contextual moderators are tested in terms of Environmental Turbulence and Top Management Support using a three-wave survey of digitally active firms. All the twenty hypotheses are confirmed with the help of PLS-SEM to prove dual-mediation and strong contingent effects. The results contribute to the theory of capability and give practical insights into the development of integrated capability systems to transform markets.