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. (authors' abstract)
| Identifer | oai:union.ndltd.org:VIENNA/oai:epub.wu-wien.ac.at:5080 |
| Date | 12 1900 |
| Creators | Prange, Christiane, Schlegelmilch, Bodo B. |
| Publisher | SpringerOpen |
| Source Sets | Wirtschaftsuniversität Wien |
| Language | English |
| Detected Language | English |
| Type | Article, PeerReviewed |
| Format | application/pdf |
| Rights | Creative Commons: Attribution 4.0 International (CC BY 4.0) |
| Relation | http://dx.doi.org/10.1007/BF03342712, http://www.springeropen.com/, http://www.biomedcentral.com/about/access, http://www.springeropen.com/about, http://epub.wu.ac.at/5080/ |
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