Marketing
The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma
-
Christiane Prange
-
Bodo 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.
Keywords
License
Any party may pass on this Work by electronic means and make it available for download under the terms and conditions of the authorcontract. The text of the license may be accessed and retrieved via Internet at no url given
Recommended citation
Prange C, Schlegelmilch BB (2009). The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma. BuR - Business Research, Vol. 2, Iss. 2, pp. 215-240,
URN: urn:nbn:de:0009-20-21718
Please provide the exact URL and date of your last visit when citing this article.
Number of citations
Visit Google Scholar to find out, how often this paper is cited.
