The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma

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.

Download Journals (pdf):
http://www.business-research.org/early_view/CE_PRANGE_05_EARLY.pdf

Journals Keywords: marketing dilemmas, marketing strategy implementation, exploration, exploitation, ambidexterity

Sales & Marketing

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