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| Author: | Sarkees, M. Hulland, J. Prescott, J. |
| Title: | Ambidextrous organizations and firm performance: the role of marketing function implementation |
| Journal: | Journal of Strategic Marketing
2010 : APR, VOL. 18:2, p. 165-184 |
| Index terms: | marketing implementation company performance consumer satisfaction |
| Freeterms: | exploitation exploration |
| Language: | eng |
| Abstract: | This study explores the mediating effect of the implementation (henceforth as: impl.) of the marketing (as: m-g.) function strategy in the ambidextrous (as: a. organization-performance (as: o-p.) relationship (as: r-ship). It is found that the impl. of m-g. strategy fully mediates the a. o-p. r-ship on important dimensions of firm performance, incl. key outcomes e.g. profits and customer satisfaction. The results show that the benefits of developing an a. organization that can balance both exploitation and exploration are enhanced when the role of function impl. is incorporated into theory and research designs. |
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