The Role Of Ambidexterity In Marketing

BuR - military control Research Official Open cash advance Journal of VHB Verband der Hochschullehrer für Betriebswirtschaft e.V. Volume 2 | slipstream 2 | December 2009 | 215-240 The Role of Ambidexterity in market place Strategy Implementation: Resolving the Exploration-Exploitation Dilemma Christiane Prange, EM Lyon Business School, France, netmail: prange@em-lyon.com Bodo B. Schlegelmilch, WU Wien, Austria, and Leeds University Business School, UK, E-Mail: bodo.schlegelmilch@wu-wien.ac.at Abstract Formulating consistent selling strategies is a difficult task, but successfully implementing them is crimson more than challenging. This is even more pertinent as marketing strategies kind of a good deal incorporate inherent conflicts betwixt major breakthroughs and consolidation. Consequently, marketers need to remnant exploratory and exploitative strategies. However, the publications lacks concrete insights for marketing managers as to how exploratory and expl oitative strategies canister be best combined. This paper addresses this issue by introducing a framework of multiple types of ambidexterity. found on qualitative research, tools and procedures be identified to overcome marketing dilemmas and support scheme execution by drawing on ambidextrous designs.

Keywords: marketing dilemmas, marketing strategy implementation, exploration, exploitation, ambidexterity hologram received November 19, 2008, accepted by Adamantios Diamantopoulos (Marketing), November 11, 2009. 1 Introduction Marketers are faced with a dilemma: they are expected to consolidate their existing task plot of ground simultaneously finding impudently opportuni ties. They are part among exploitation and! exploration, or between alignment and innovation. Thus, implementing the skilful strategy is often difficult. Business take aimment may be keen to sell new products that have not still blameless the research process. R&D may develop new product ideas, but fail to commercialize them (Souder and Chakrabarti 1978; griffon and Hauser...If you call for to get a full essay, order it on our website: OrderEssay.net

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