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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
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%0 Journal Article %T The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma %A Prange, Christiane %A Schlegelmilch, B. Bodo %J BuR - Business Research %D 2009 %V 2 %N 2 %@ 1866-8658 %F prange2009 %X 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. %L 330 %K ambidexterity %K exploitation %K exploration %K marketing dilemmas %K marketing strategy implementation %U http://nbn-resolving.de/urn:nbn:de:0009-20-21718 %P 215-240
Bibtex
@Article{prange2009,
author = "Prange, Christiane
and Schlegelmilch, B. Bodo",
title = "The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma",
journal = "BuR - Business Research",
year = "2009",
volume = "2",
number = "2",
pages = "215--240",
keywords = "ambidexterity",
keywords = "exploitation",
keywords = "exploration",
keywords = "marketing dilemmas",
keywords = "marketing strategy implementation",
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.",
issn = "1866-8658",
url = "http://nbn-resolving.de/urn:nbn:de:0009-20-21718"
}
RIS
TY - JOUR AU - Prange, Christiane AU - Schlegelmilch, B. Bodo PY - 2009// TI - The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma JO - BuR - Business Research SP - 215 EP - 240 VL - 2 IS - 2 KW - ambidexterity KW - exploitation KW - exploration KW - marketing dilemmas KW - marketing strategy implementation N2 - 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. SN - 1866-8658 UR - http://nbn-resolving.de/urn:nbn:de:0009-20-21718 ID - prange2009 ER -
Wordbib
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ISI
PT Journal AU Prange, C Schlegelmilch, BB TI The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma SO BuR - Business Research PY 2009 BP 215 EP 240 VL 2 IS 2 DE ambidexterity; exploitation; exploration; marketing dilemmas; marketing strategy implementation AB 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. ER
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Full Metadata
| Bibliographic Citation | BuR - Business Research, Vol. 2, Iss. 2, pp. 215-240 |
|---|---|
| Title | The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma (eng) |
| Author | Christiane Prange, Bodo B. Schlegelmilch |
| Language | eng |
| 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. |
| Subject | ambidexterity, exploitation, exploration, marketing dilemmas, marketing strategy implementation |
| DDC | 330 |
| Rights | authorcontract |
| URN: | urn:nbn:de:0009-20-21718 |
