Does ambidexterity in marketing pay off? The role of absorptive capacity

Ho, H; Osiyevskyy, O; Agarwal, J; Reza, S

Does ambidexterity in marketing pay off? The role of absorptive capacity

Ho, H

Osiyevskyy, O Agarwal, J Reza, S

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Publisher:: ELSEVIER SCIENCE INC
Publication Type:: Journal Article
Citation:: Journal of Business Research, 2020, 110, pp. 65-79
Issue Date:: 2020-03-01

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Field	Value	Language
dc.contributor.author	Ho, H https://orcid.org/0000-0002-0650-8716
dc.contributor.author	Osiyevskyy, O
dc.contributor.author	Agarwal, J
dc.contributor.author	Reza, S
dc.date.accessioned	2020-10-02T04:31:03Z
dc.date.available	2019-12-29
dc.date.available	2020-10-02T04:31:03Z
dc.date.issued	2020-03-01
dc.identifier.citation	Journal of Business Research, 2020, 110, pp. 65-79
dc.identifier.issn	0148-2963
dc.identifier.issn	1873-7978
dc.identifier.uri	http://hdl.handle.net/10453/143004
dc.description.abstract	© 2020 Elsevier Inc. Research in marketing and other organizational domains shows that the ambidexterity–firm performance relationship is elusive, and high levels of both exploitation and exploration may not always lead to higher firm performance. To shed light on this topic, this study examines marketing ambidexterity (MA) as balanced levels of exploitation and exploration across marketing activities and tests how firm-level absorptive capacity (AC) moderates the MA–firm performance relationship. Analyzing a unique dataset that combines survey and archival financial data from 318 private firms, this study finds that MA is positively associated with sales growth for firms with relatively strong AC. This relationship becomes negative for firms with weak AC. Results are robust when the additive and multiplicative terms of exploitation and exploration are controlled for. Study findings underscore the critical role of organizational knowledge processing in ensuring that firms can benefit from the pursuit of MA.
dc.language	English
dc.publisher	ELSEVIER SCIENCE INC
dc.relation.ispartof	Journal of Business Research
dc.relation.isbasedon	10.1016/j.jbusres.2019.12.050
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1505 Marketing
dc.subject.classification	Marketing
dc.title	Does ambidexterity in marketing pay off? The role of absorptive capacity
dc.type	Journal Article
utslib.citation.volume	110
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2020-10-02T04:30:38Z
pubs.publication-status	Published
pubs.volume	110

Abstract:

© 2020 Elsevier Inc. Research in marketing and other organizational domains shows that the ambidexterity–firm performance relationship is elusive, and high levels of both exploitation and exploration may not always lead to higher firm performance. To shed light on this topic, this study examines marketing ambidexterity (MA) as balanced levels of exploitation and exploration across marketing activities and tests how firm-level absorptive capacity (AC) moderates the MA–firm performance relationship. Analyzing a unique dataset that combines survey and archival financial data from 318 private firms, this study finds that MA is positively associated with sales growth for firms with relatively strong AC. This relationship becomes negative for firms with weak AC. Results are robust when the additive and multiplicative terms of exploitation and exploration are controlled for. Study findings underscore the critical role of organizational knowledge processing in ensuring that firms can benefit from the pursuit of MA.

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http://hdl.handle.net/10453/143004