Mediating Effect of Ambidexterity on Marketing Capability and Innovation Capability
Mediating Effect of Ambidexterity on Marketing Capability and Innovation Capability

Summary/Abstract: Marketing capabilities play a significant role in improving innovation in firms and create competitive advantages for companies. Most of the businessmen are concerned about how they can implement existing capabilities to explore new opportunities and resources. Ambidexterity enables firms to exploit their existing capabilities and explore new capabilities to improve their performance. It also, intensifies companies' success and makes them compatible with environmental changes. In this study, we develop a model that examines the mediating effect of ambidexterity on relations between marketing and innovation capabilities which, to the best of our knowledge have not been studied until now. This model also seeks the direct effect of marketing capabilities on innovation capabilities. A self-administered questionnaire is used and the data are collected from a special food company‘s consumers. Smart Pls2 is used to analyze hypotheses through structural equation modeling (SEM) analysis. Although, results confirm positive effect of marketing capabilities on innovation capabilities, the consequences do not support mediating effect of ambidexterity (exploration and exploitation).

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