Market Orientation Ambidexterity

Dutta, Swarup Kumar
January 2013
SCMS Journal of Indian Management;Jan-Mar2013, Vol. 10 Issue 1, p54
Academic Journal
Organizations develop characteristics of market orientation by not just exploiting the current portfolio of products or services that it can offer to customers but also by exploring the anticipated future needs, which is critical for the sustained success of organizations. This aspect of market orientation has received relatively little attention from the perspective of how firms acquire ambidextrous characteristics. Accordingly the focus of the paper lies in exploring the market orientation of firms through the ambidexterity perspective. Is market orientation achieved directly as fallout of context or through an intermediate capability? The research process begins by elaborating on the concepts of market orientation, ambidexterity and context pertaining to an organization . Thereafter an attempt is made to establish a relationship between them. Further the arguments are strengthened in terms of trying to establish whether ambidexterity has an interacting or intermediate effect in driving market orientation of firms through an empirical study of six matured firms in diverse industries.


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