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

Prange, Christiane and Schlegelmilch, Bodo B. (2009) The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma. Business Research, 2 (2). pp. 215-240. ISSN 2198-3402

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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. (authors' abstract)

Item Type: Article
Additional Information: This article is published under license to BioMed Central Ltd. Open Access This article is distributed under the terms of the Creative Commons Attribution License which permits any use, distribution and reproduction in any medium, provided the original author(s) and source are credited.
Keywords: marketing dilemmas / marketing strategy implementation / exploration / exploitation / ambidexterity
Divisions: Departments > Marketing > Internationales Marketing Management > Schlegelmilch
Version of the Document: Published
Depositing User: ePub Administrator
Date Deposited: 13 Jun 2016 10:24
Last Modified: 13 Jun 2016 10:25
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/50313/
URI: http://epub.wu.ac.at/id/eprint/5080

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