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THE EFFECTS OF ORGANIZATIONAL AMBIDEXTERITY AND CO-CREATION ON ORGANIZATION PERFORMANCE
Maria de Lurdes Sarmento,Cl?udia Sim?es 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The interest in the study of organizations’ ambidexterity (i.e., the capacity of combining organizational explorative and exploitative capabilities) entails expectations associated to its conceptual value and practical implications related to high-performing companies and long-term survival. In parallel, it is relevant to understand organizational ambidexterity under the marketing lenses, in particular, looking at the notion of co-creation and service-dominant logic. This study addresses the effects of organizational ambidexterity on organizational co-creation and evaluates whether these dynamics are different in SMEs and Large companies. We further assess how they contribute to the enhancement of firms’ performance. To the endeavor, we develop and empirically test a conceptual model.