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

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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.

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Freihat, S. M. S. S. (2020). The effect of marketing ambidexterity on improvement of marketing performance in telecommunication companies in Jordan. Management Science Letters, 10(14), 3207–3216. https://doi.org/10.5267/j.msl.2020.6.018

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