The Role of Ambidexterity in MarketingudStrategy Implementation: Resolving theudExploration-Exploitation Dilemma

摘要

Formulating consistent marketing strategies is a difficult task, but successfully implementing them is evenudmore challenging. This is even more pertinent as marketing strategies quite often incorporate inherentudconflicts between major breakthroughs and consolidation. Consequently, marketers need to balance exploratoryudand exploitative strategies. However, the literature lacks concrete insights for marketing managersudas to how exploratory and exploitative strategies can be best combined. This paper addresses this issueudby introducing a framework of multiple types of ambidexterity. Based on qualitative research, toolsudand procedures are identified to overcome marketing dilemmas and support strategy implementation byuddrawing on ambidextrous designs. (authors' abstract)