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

Business Research

Volumn 2, Issue 2, 2009, Pages 215-240

  Prange, Christiane ^a   Schlegelmilch, Bodo B ^b,c  

^a EMLYON BUSINESS SCHOOL   (France)

^b VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

^c UNIVERSITY OF LEEDS   (United Kingdom)

Author keywords

ambidexterity; exploitation; exploration; marketing dilemmas; marketing strategy implementation

Indexed keywords

EID: 84855885779     PISSN: 21983402     EISSN: 21982627     Source Type: Journal    
DOI: 10.1007/BF03342712     Document Type: Article

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