The effect of marketing ambidexterity on improvement of marketing performance in telecommunication companies in Jordan

Abstract

This study aimed to reveal the effect of marketing ambidexterity (exploring opportunities, exploiting opportunities, and marketing flexibility) on improvement of marketing performance in telecom companies in Jordan. A purposeful sample of (45) marketing managers who represent marketing departments in telecom companies was selected, a questionnaire was distributed among them, and 42 valid questionnaires were retrieved and analyzed. The field results provide a strong statistically significant effect (α ≤ 0.05) of the marketing ambidexterity dimensions (exploring opportunities, exploiting opportunities, marketing flexibility) on improvement of marketing performance in telecom companies in Jordan. It also provides a high level of interest of both marketing ambidexterity dimensions practice, and marketing performance improvement in telecom companies in Jordan.