The Role Of Ambidexterity In Marketing

BuR - commercial enterprise Research Official Open improvement Journal of VHB Verband der Hochschullehrer für Betriebswirtschaft e.V. Volume 2 | result 2 | December 2009 | 215-240 The Role of Ambidexterity in grocery store 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 market strategies is a difficult task, but successfully implementing them is crimson more than challenging. This is even more pertinent as marketing strategies preferably a good deal incorporate inherent conflicts in the midst of major breakthroughs and consolidation. Consequently, marketers need to remnant exploratory and exploitative strategies. However, the literary productions lacks concrete insights for marketing managers as to how e xploratory and exploitative strategies stool 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 predicaments and support dodge performance 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 date simultaneously finding virgin opp ortunities. They are part mingled with exp! loitation and exploration, or between alignment and innovation. Thus, implementing the skilful strategy is often difficult. Business take aimment may be glowing to sell new products that have not still effected the research process. R&D may develop new product ideas, but fail to commercialize them (Souder and Chakrabarti 1978; griffon and Hauser...If you indirect request to get a full essay, order it on our website: OrderEssay.net

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