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.

Language: Englisch

Bibliographic citation: 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

Classification: Management

Subject: ambidexterity
exploitation
exploration
marketing dilemmas
marketing strategy implementation
Marketingmanagement
Einführung

Event: Geistige Schöpfung

(who): Prange, Christiane
Schlegelmilch, Bodo B.

Event: Veröffentlichung

(who): VHB - Verband der Hochschullehrer für Betriebswirtschaft, German Academic Association of Business Research

(where): Göttingen

(when): 2009

DOI: doi:10.1007/BF03342712

Handle: http://hdl.handle.net/10419/103682

URN: urn:nbn:de:0009-20-21718

Last update: 10.03.2025, 11:44 AM CET

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Artikel

Associated

Prange, Christiane
Schlegelmilch, Bodo B.
VHB - Verband der Hochschullehrer für Betriebswirtschaft, German Academic Association of Business Research

Time of origin

2009

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The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma

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