The asymmetric moderating role of market orientation on the ambidexterity-firm performance relationship for prospectors and defenders

Industrial Marketing Management

Volumn 37, Issue 4, 2008, Pages 455-470

  Menguc, Bulent ^a   Auh, Seigyoung ^b  

^a BROCK UNIVERSITY   (Canada)

^b Yonsei University   (South Korea)

Author keywords

Ambidexterity; Capability; Defenders; Exploitation; Exploration; Market orientation; Prospectors

Indexed keywords

EID: 43049181540     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2007.05.002     Document Type: Article

References (80)

1. Adler P., Goldoftas B., and Levine D. Flexibility versus efficiency? A case study of model changeovers in the Toyota production system. Organization Science 10 1 (1999) 43-68
2. Aiken L.S., and West S.G. Multiple regression testing and interpreting interactions (1991), Sage, Newbury Park
3. Argyris C., and Schön D. Organizational learning: a theory of action perspective. 2nd ed. (1996), Addison-Wesley, Reading, MA
4. Armstrong J.S., and Overton T.S. Estimating nonresponse bias in mail surveys. Journal of Marketing Research 14 (1977, August) 396-402
5. Atuahene-Gima K. Resolving the capability-rigidity in new product innovation. Journal of Marketing 69 (2005, October) 61-83
6. Bagozzi R.P., and Yi Y. On the evaluation of structural equation models. Journal of Academy of Marketing Science 16 1 (1988) 74-94
7. Bagozzi R.P., Yi Y., and Phillips L.W. Assessing construct validity in organizational research. Administrative Science Quarterly 36 3 (1991) 421-438
8. Barclay D.W., and Smith B.J. The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing 61 1 (1997) 3-20
9. Brockner J., Siegel P.A., Daly J.P., Tyler T., and Martin C. When trust matters: the moderating effect of outcome favorability. Administrative Science Quarterly 42 3 (1997) 558-583
10. Brown S.P., and Chin W.W. Satisfying and retaining customers through independent service representatives. Decision Sciences 35 3 (2004) 527-550
11. Burgelman R.A. Intraorganizational ecology of strategy making and organizational adaptation: theory and field research. Organization Science 2 (1991) 239-262
12. Burgelman R.A. Strategy as vector and the inertia of coevolutionary lock-in. Administrative Science Quarterly 47 (2002) 325-357
13. Burns T., and Stalker G. The management of innovation (1961), Tavistock, London
14. Chin W.W. The partial least squares approach for structural equation modeling. In: Marcoulides G.A. (Ed). Modern methods for business research (1998), Lawrence Erlbaum Associates, Mahwah, NJ
15. Chin, W.W., (2005). http://disc-nt.cba.uh.edu/chin/plsfaq/plsfaq.htm
16. Chin W.W., Marcolin B.L., and Newsted P.R. A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte-Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research 14 2 (2003) 189-217
17. Chin W.W., and Newsted P.R. Structural equation modeling analysis with small samples using partial least squares. In: Hoyle R.H. (Ed). Statistics strategies for small sample research (1999), Sage Publications, Thousand Oaks, London
18. Cohen J., Cohen P., West S.G., and Aiken L.S. Applied multiple regression/correlation analysis for the behavioral sciences. 3rd ed. (2003), Lawrence Erlbaum Associates, Mahwah, NJ
19. Day G.S. The capabilities of market-driven firms. Journal of Marketing 58 (1994, October) 37-52
20. Day G.S., and Wensley R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing 52 (1988, April) 1-20
21. Deming W.E. Management of statistical techniques for quality and productivity (1981), New York University, Graduate School of Business, New York
22. Deshpande R., Farley J.U., and Webster F.E. Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of Marketing 57 (1993, January) 23-27
23. Deshpande R., and Webster F.E. Organizational culture and marketing: defining the research agenda. Journal of Marketing 53 (1989, January) 3-15
24. Dess G., and Davis P. Porter's (1980) generic strategies as determinants of strategic group membership and organizational performance. Academy of Management Journal 27 (1984) 467-488
25. Duncan R.B. The ambidextrous organization: designing dual structures for innovation. In: Kilmann R.H., Pondy L.R., and Slevin D. (Eds). The management of organization: strategy and implementation 1 (1976), North-Holland, New York
26. Fornell C., and Larcker D.F. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1981, February) 39-50
27. Fornell C., Tellis G.J., and Zinkhan G.M. Validity assessment: a structural equations approach using partial least squares. In: Walker B.J., Bearden W.O., Darden W.R., Murphy P.E., Kevin J.R., Olson J.C., and Weitz B.A. (Eds). An assessment of marketing thought and practice (1982), American Marketing Association, Chicago
28. Gerbing D.W., and Anderson J.C. An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research 25 (1988) 186-192
29. Ghoshal S., and Bartlett C.A. Linking organizational context and managerial action: the dimensions of quality of management. Strategic Management Journal 15 (1994) 91-112
30. Gibson C.B., and Birkinshaw J. The antecedents, consequences, and mediating role of organizational ambidexterity. Academy of Management Journal 47 2 (2004) 209-226
31. Gujarati D.N. Basic econometrics (1995), McGraw Hill, Inc, Toronto
32. Hambrick D.C. Some tests of the effectiveness and functional attributes of Miles and Snow's strategic types. Academy of Management Journal 26 1 (1983) 5-26
33. He Zi.Li., and Wong Po.Ka. Exploration vs. exploitation: an empirical test of the ambidexterity hypothesis. Organization Science 15 4 (2004) 481-494
34. Homburg C., and Pflesser C. A multiple-layer model of market-oriented organizational culture: measurement issues and performance outcomes. Journal of Marketing Research 37 (2000, November) 449-462
35. Hulland J. Use of partial least squares (PLS) in strategic management research. Strategic Management Journal 20 (1999) 195-204
36. Jaccard J., and Wan C.K. LISREL approaches to interaction effects in multiple regression (1996), Sage Publications, Thousand Oaks, CA
37. Jaworski B., and Kohli A. Market orientation: antecedents and consequences. Journal of Marketing 52 (1993, July) 53-70
38. Jaworski B., Kohli A., and Sahay A. Market-driven versus driving markets. Journal of the Academy of Marketing Science 28 1 (2000) 45-54
39. Juran J.M., and Gryna F.M. Juran's quality control handbook. 4th ed. (1988), McGraw-Hill, Inc, New York
40. Knott A.M. Exploration and exploitation as complements. In: Choo C.W., and Bontis N. (Eds). The strategic management of intellectual capital and organizational knowledge (2002)
41. Krishnan R., Martin X., and Noorderhaven N.G. "When does trust matter to alliance performance?". Academy of Management Journal 49 5 (2006) 894-917
42. Kyriakopoulos K., and Moorman C. Tradeoffs in marketing exploitation and exploration strategies: the overlooked role of market orientation. International Journal of Research in Marketing 21 (2004) 219-240
43. Lambe C.J., Spekman R.E., and Hunt S.D. Alliance competence, resources, and alliance success: conceptualization, measurement, and initial test. Journal of the Academy of Marketing Science 30 2 (2002) 141-158
44. Levinthal D.A., and March J.G. The myopia of learning. Strategic Management Journal 14 (1993) 95-112
45. Li H., and Atuahene-Gima K. Product innovation strategy and the performance of new technology ventures in China. Academy of Management Journal 44 6 (2001) 1123-1134
46. Lings I.N., and Greenley G.E. Measuring internal market orientation. Journal of Service Research 7 3 (2005) 290-305
47. March J.G. Exploration and exploitation in organizational learning. Organization Science 2 1 (1991) 71-87
48. Matsuno K., and Mentzer J.T. The effects of strategy type on the market orientation-performance relationship. Journal of Marketing 64 (2000, October) 1-16
49. McDaniel S.W., and Kolari J.W. Marketing strategy implications of the Miles and Snow strategic typology. Journal of Marketing 51 (1987, October) 19-30
50. McKee D. An organizational learning approach to product innovation. Journal of Product Innovation Management 9 3 (1992) 232-245
51. Miles R.E., and Snow C.C. Organizational strategy, structure, and process (1978), McGraw-Hill Inc, New York, NY
52. Miller D. Relating Porter's business strategies to environment and structure: analysis and performance implications. Academy of Management Journal 31 (1988) 280-308
53. Moorman C., and Slotegraaf R.J. The contingency value of complementary capabilities in product development. Journal of Marketing Research 36 (1999, May) 239-257
54. Narver J.C., and Slater S.F. The effect of a market orientation on business profitability. Journal of Marketing 54 (1990, October) 20-35
55. Narver J.C., Slater S.F., and MacLachlan D.L. Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management 21 (2004) 334-347
56. Olson E.M., Slater S.F., and Hult G.T.M. The performance implications of fit among business strategy, marketing organization structure, and strategic behavior. Journal of Marketing 69 (2005, July) 49-65
57. O'Reilly III C.A., and Tushman M.L. The ambidextrous organization. Harvard Business Review 82 4 (2004) 74-81
58. Parkhe A. Strategic alliance structuring: a game theoretic and transaction cost examination of interfirm cooperation. Academy of Management Journal 36 (1993) 794-829
59. Pine III B.J. Mass customization (1993), Harvard Business School Press, Boston, MA
60. Porter M.E. Competitive strategy (1980), Free Press, New York
61. Porter M.E. What is strategy?. Harvard Business Review 74 6 (1996) 61-81
62. Podsakoff P.M., MacKenzie S.B., Lee J.Y., and Podsakoff N.P. Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology 88 5 (2003) 879-903
63. Reinartz W., Krafft M., and Hoyer W.D. The customer relationship management process: its measurement and impact on performance. Journal of Marketing Research XLI (2004, August) 293-305
64. Rust R.T., Moorman C., and Dickson P.R. Getting return on quality. Journal of Marketing 66 (2002, October) 7-24
65. Schwartz H., and Davis S. Matching corporate culture and business strategy. Organizational Dynamics 10 (1981, Summer) 30-48
66. Senge P.M. The leader's new work: building learning organizations. Sloan Management Review 32 1 (1990) 7-23
67. Sinkula J.M. Market information processing and organizational learning. Journal of Marketing 58 (1994, January) 35-45
68. Slater S.F., and Narver J.C. Product-market strategy and performance: an analysis of the Miles and Snow strategy types. European Journal of Marketing 27 10 (1993) 33-51
69. Slater S.F., and Narver J.C. Market organization and the learning organization. Journal of Marketing 59 (1995, July) 63-74
70. Slater S.F., and Olson E.M. Strategy type and performance: the influence of sales force management. Strategic Management Journal 21 (2000) 813-829
71. Slotegraaf R.J., and Dickson P.R. The paradox of a marketing planning capability. Journal of the Academy of Marketing Science 32 (2004, Fall) 371-385
72. Slotegraff R.J., Moorman C., and Inman J.J. The role of firm resources in returns to market deployment. Journal of Marketing Research 40 (2003, August) 295-309
73. Song X.M., Droge C., Hanvanich S., and Calantone R. Marketing and technology resource complementarity: an analysis of their interaction effect in two environmental contexts. Strategic Management Journal 26 (2005) 259-276
74. Spanos Y.E., and Lioukas S. An examination into the causal logic of rent generation: contrasting Porter's competitive strategy framework and the resource-based perspective. Strategic Management Journal 22 (2001) 907-934
75. Srivastava R.K., Fahey L., and Christensen H.K. The resource-based view and marketing: the role of market-based assets in gaining competitive advantage. Journal of Management 27 (2001) 777-802
76. Teece D.J., Pisano G., and Shuen A. Dynamic capabilities and strategic management. Strategic Management Journal 18 7 (1997) 509-533
77. Tourangeau R., Rips L.J., and Rasinksi K. The psychology of survey response (2000), Cambridge University Press, Cambridge, UK
78. Tushman M.L., and O'Reilly C.A. Ambidextrous organizations: managing evolutionary and revolutionary change. California Management Review 38 4 (1996) 8-30
79. Walker O.C., and Ruekert R.W. Marketing's role in the implementation of business strategies: a critical review and conceptual framework. Journal of Marketing 51 (1987, July) 15-33
80. Zinkhan G.M., Joachimsthaler E.A., and Kinnear T.C. Individual differences and marketing decision support system usage and satisfaction. Journal of Marketing Research 24 2 (1987) 208-214