Artikel
The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma
Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need to balance exploratory and exploitative strategies. However, the literature lacks concrete insights for marketing managers as to how exploratory and exploitative strategies can be best combined. This paper addresses this issue by introducing a framework of multiple types of ambidexterity. Based on qualitative research, tools and procedures are identified to overcome marketing dilemmas and support strategy implementation by drawing on ambidextrous designs.
- Sprache
-
Englisch
- Erschienen in
-
Journal: BuR - Business Research ; ISSN: 1866-8658 ; Volume: 2 ; Year: 2009 ; Issue: 2 ; Pages: 215-240 ; Göttingen: VHB - Verband der Hochschullehrer für Betriebswirtschaft, German Academic Association of Business Research
- Klassifikation
-
Management
- Thema
-
ambidexterity
exploitation
exploration
marketing dilemmas
marketing strategy implementation
Marketingmanagement
Einführung
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Prange, Christiane
Schlegelmilch, Bodo B.
- Ereignis
-
Veröffentlichung
- (wer)
-
VHB - Verband der Hochschullehrer für Betriebswirtschaft, German Academic Association of Business Research
- (wo)
-
Göttingen
- (wann)
-
2009
- DOI
-
doi:10.1007/BF03342712
- Handle
- URN
-
urn:nbn:de:0009-20-21718
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Prange, Christiane
- Schlegelmilch, Bodo B.
- VHB - Verband der Hochschullehrer für Betriebswirtschaft, German Academic Association of Business Research
Entstanden
- 2009
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