The Relationship Between Ambidextrous Marketing, Market Performance and Financial Performance

Emrah Tokgöz

Abstract


The purpose of this research is to investigate the relationship between ambidextrous marketing, market performance and financial performance. To achieve market performance and financial performance, firms may need ambidextrous marketing function, which involves capable of exploitation and exploration. In this research, based on prior findings, the impact of ambidextrous marketing on market performance and financial performance is revealed using Structural Equation Modelling (SEM). As research universe, Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected in Turkey. A survey was created online and implemented using electronic mail to managers and owners resulting in 392 usable completed questionnaires. According to the results of the model, marketing exploitation has significant and positive direct effects 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 effects on financial performance. As a result, it is demonstrated that ambidextrous marketing has an impact on market performance and financial performance.


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