The Role of Ambidexterity in market 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 merchandising strategies is a difficult task, but successfully implementing them is crimson more challenging. This is even more pertinent as marketing strategies quite a good deal incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need to remnant 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. found on qualitative research, tools and procedures are identified to overcome marketing dilemmas and support strategy implementation 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 while simultaneously finding new opportunities. They are part between exploitation and exploration, or between alignment and innovation. Thus, implementing the skilful strategy is often difficult. Business take aimment may be eager to sell new products that have not still completed the research process. R&D may develop new product ideas, but fail to commercialize them (Souder and Chakrabarti 1978; griffon and Hauser...If you want to get a full essay, order it on our website: Orderessay
If you want to get a full essay, wisit our page: write my essay .
No comments:
Post a Comment