Impact of Ambidextrous Marketing on Market and Financial Performance


TOKGÖZ E. , AKATAY A. , ÖZDEMİR S.

Conference on Economies of Balkan and Eastern Europe Countries in the Changed World (EBEEC), Split, Hırvatistan, 6 - 08 Mayıs 2016, ss.59-72 identifier

  • Cilt numarası:
  • Doi Numarası: 10.18502/kss.v1i2.647
  • Basıldığı Şehir: Split
  • Basıldığı Ülke: Hırvatistan
  • Sayfa Sayıları: ss.59-72

Özet

Firms need ambidextrous marketing functions which is being capable of exploitation and exploration of markets. In this research, impact of ambidextrous marketing on market performance and financial peformance is revealed using Structural Equation Model (SEM). Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected. For this reason, sample of the study was collected via questionnaire through 392 SME's managers and owners. According to the results of the model; marketing exploitation has significant and positive direct effect on market performance while marketing exploration has significant and positive effects on market and financial performance. When dependent variables are examined, it is revealed that market performance has significant and positive direct effect on financial performance. As a result, it is demonstrated that ambidextrous marketing has impact on market and financial peformance.