Quotation Prange, Christiane and Schlegelmilch, Bodo B. 2009. The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploration Dilemma. Business Research (früher: BuR - Business Research) 2 (2), 215-240.


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Business Research (früher: BuR - Business Research)
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, WH-B
Language English
Title The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploration Dilemma
Volume 2
Number 2
Year 2009
Page from 215
Page to 240
Reviewed? Y
URL http://link.springer.com/article/10.1007%2FBF03342712
DOI http://dx.doi.org/10.1007/BF03342712

Associations

People
Prange, Christiane (Former researcher)
Schlegelmilch, Bodo B. (Details)
Organization
International Marketing Management IN (Details)
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