IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02312460.html
   My bibliography  Save this paper

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

Author

Listed:
  • Christiane Prange

    (EM - EMLyon Business School)

  • B.B. Schlegelmilch

Abstract

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.

Suggested Citation

  • Christiane Prange & B.B. Schlegelmilch, 2009. "The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma," Post-Print hal-02312460, HAL.
    • Handle: RePEc:hal:journl:hal-02312460
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhou, Lianxi & Xu, Shou-Ren & Xu, Hui & Barnes, Bradley R., 2020. "Unleashing the dynamics of product-market ambidexterity in the pursuit of international opportunities: Insights from emerging market firms," International Business Review, Elsevier, vol. 29(6).
    2. Popadiuk, Silvio, 2012. "Scale for classifying organizations as explorers, exploiters or ambidextrous," International Journal of Information Management, Elsevier, vol. 32(1), pages 75-87.
    3. Jürgen Weibler & Tobias Keller, 2011. "Ambidextrie in Abhängigkeit von Führungsverantwortung und Marktwahrnehmung: Eine empirische Analyse des individuellen Arbeitsverhaltens in Unternehmen," Schmalenbach Journal of Business Research, Springer, vol. 63(2), pages 155-188, March.
    4. Vinicius Minatogawa & Matheus Franco & Orlando Durán & Ruy Quadros & Maria Holgado & Antonio Batocchio, 2020. "Carving out New Business Models in a Small Company through Contextual Ambidexterity: The Case of a Sustainable Company," Sustainability, MDPI, vol. 12(6), pages 1-34, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02312460. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.