Evaluation of the Paradigmatic Model of Marketing Ambidexterity Maturity in the Telecommunications Industry
Keywords:
Marketing ambidexterity, organizational maturity, exploratory marketing, exploitative marketing, telecommunications industriesAbstract
In an era of rapid technological change and increasing market competition, organizations need the ability to simultaneously exploit existing capabilities and explore emerging opportunities in order to survive and progress; a concept known in management literature as " Marketing ambidexterity." The present study aims to investigate and evaluate the maturity of marketing ambidexterity in Iran's telecommunications industries based on a conceptual model approved by experts as the infrastructure for creating research tools and derived from research literature. This descriptive-survey study was conducted on a statistical sample of 384 employees of telecommunications organizations using convenient random sampling. Participants responded to a researcher-made questionnaire consisting of 118 items. Structural equation modeling with partial least squares (SEM-PLS) was used to fit the model and measure factor loadings. The fit indices were within the acceptable range and indicated the validity of the constructed tool for the application of the model in the telecommunications industry. This model emphasizes that achieving marketing ambidexterity requires simultaneously exploiting current capabilities and exploring future opportunities in a turbulent technology-driven environment.
References
Adama, F. O., Kossi, O. G., Okujeni, R., Vendaga, J., & Okocha, D. O. (2025). Assessing the Integration of Public Relations Managers into The Management Team of Corporate Organizations in Nigeria. Nigerian Journal of Communication Review (Njcr), 4(2). https://www.researchgate.net/publication/391014822_Assessing_the_Integration_of_Public_Relations_Managers_into_the_Management_Team_of_Corporate_Organisations_in_Nigeria
Al-Janabi, M. A. J., Jaffar, Z. A., & Al-Ameedi, D. A. M. (2024). The role of multicultural marketing in promoting marketing recovery, the mediating role of marketing ambidexterity-an analytical study-of the views of a sample of customers of bab al agha bakeries company in Baghdad. Gospodarka i Innowacje(45), 108-125. https://www.researchgate.net/publication/379038289_THE_ROLE_OF_MULTICULTURAL_MARKETING_IN_PROMOTING_MARKETING_RECOVERY_THE_MEDIATING_ROLE_OF_MARKETING_AMBIDEXTERITY_-AN_ANALYTICAL_STUDY_-OF_THE_VIEWS_OF_A_SAMPLE_OF_CUSTOMERS_OF_BAB_AL_AGHA_BAKERIES_CO
Al Jabri, M. A. S., & Lahrech, A. (2025). The Role of Strategic Orientations in the Relationship Between Adaptive Marketing Capabilities and Ambidexterity in Digital Services Firms: The Case of a Highly Competitive Digital Economy. Systems, 13(5), 358. https://doi.org/10.3390/systems13050358
Alateeg, S., & Alhammadi, A. (2024). The impact of organizational culture on organizational innovation with mediation role of strategic leadership in Saudi Arabia. Journal of Statistics Applications & Probability, 13(2), 843-858. https://www.researchgate.net/publication/377206682_The_Impact_of_Organizational_Culture_on_Organizational_Innovation_with_mediation_role_of_Strategic_Leadership_in_Saudi_Arabia
AlSaied, M. K., & Alkhoraif, A. A. (2024). The role of organizational learning and innovative organizational culture for ambidextrous innovation. The Learning Organization, 31(2), 205-226. https://doi.org/10.1108/TLO-06-2023-0101
Ardabili, F. S., Verbenko, G., & Cajnko, P. (2025). The effects of organizational agility on organizational performance: the mediating role of ambidexterity. Journal on Innovation and Sustainability Risus, 16(2), 114-123. https://doi.org/10.23925/2179-3565.2025v16i2p114-123
Aripin, Z., Matriadi, F., & Wibowo, L. A. (2024). Analysis of Marketing Capability and Market Ambidextrous on Product Innovation Results: Integration of Dynamics Between Internal and External Approaches. Journal of Economics, Accounting, Business, Management, Engineering and Society, 1(4), 1-12. https://kisainstitute.com/index.php/kisainstitute/article/view/18
Azhang, M., & Shakeri, R. (2021). Explaining Innovation Performance: The Role of Organizational Ambitious Variables and Dynamic Marketing Capabilities. 1st International Conference on Educational Sciences, Psychology and Humanities,
Chughtai, M. S., Syed, F., Naseer, S., & Chinchilla, N. (2024). Role of adaptive leadership in learning organizations to boost organizational innovations with change self-efficacy. Current Psychology, 43(33), 27262-27281. https://doi.org/10.1007/s12144-023-04669-z
Dehghanizadeh, M., Kheirandish, M., & Kheirandish, H. (2025). Factors Affecting the Counterproductive Behaviors of Employees in the Organization; Emphasizing the Role of Organizational Embeddedness, Emotional Intelligence and Psychological Ownership. The Journal of Productivity Management, 72(19), 245-273. https://sanad.iau.ir/Journal/jpm/Article/975824
Ercantan, K., Eyupoglu, Ş. Z., & Ercantan, Ö. (2024). The entrepreneurial leadership, innovative behaviour, and competitive advantage relationship in manufacturing companies: a key to manufactural development and sustainable business. Sustainability, 16(6), 2407. https://doi.org/10.3390/su16062407
Fachrial, P., & Agusinta, L. (2022). The Influence of Cross-Functional Marketing Capabilities on Marketing Ambidexterity. Syntax Literate; Jurnal Ilmiah Indonesia, 7, 923. https://doi.org/10.36418/syntax-literate.v7i1.6101
Khan, M. T., & Ullah, S. (2025). Balancing innovation: the role of paradoxical leadership and ambidexterity in fostering team creativity. International Journal of Innovation Science. https://doi.org/10.1108/IJIS-07-2024-0206
Kokubun, K. (2025). Digitalization, Open Innovation, Ambidexterity, and Green Innovation in Small and Medium-Sized Enterprises: A Narrative Review and New Perspectives. https://doi.org/10.20944/preprints202504.0009.v1
Krantz, F., & Brusberg, J. (2024). Thriving Amidst Geopolitical Turmoil: Strategies for Trading Organizations to Sustain Competitiveness-A qualitative study on how a trading company successfully adapts to the future and remains competitive in a changing market environment. https://gupea.ub.gu.se/handle/2077/82412
Lee, V. H., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., & Wong, L. W. (2024). How does information technology capabilities affect business sustainability? The roles of ambidextrous innovation and data-driven culture. R&D Management, 54(4), 750-774. https://doi.org/10.1111/radm.12596
Maiwada, A. A., & Oshionebo, B. (2024). Internal Communication as a Catalyst for Employee Engagement and Performance in Paramilitary Organisations. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 7(4), 848-862. https://www.researchgate.net/publication/385380183_Internal_Communication_as_a_Catalyst_for_Employee_Engagement_and_Performance_in_Paramilitary_Organisations
Marin Idarraga, D. A., Hurtado González, J. M., Cabello Medina, C., & Sabidussi, A. (2025). Ambidexterity and innovation: a systematic and meta-analytic approach to mediating effects on performance. Technology Analysis & Strategic Management, 1-18. https://doi.org/10.1080/09537325.2025.2464885
Moreno-Luzon, M., Gil-Marques, M., Lloria, M. B., & Salas-Vallina, A. (2024). Quality-oriented human resource practices (QHRP), ambidextrous culture and organizational ambidexterity: a study of green agro-food companies. European Journal of Management and Business Economics, 33(3), 253-271. https://doi.org/10.1108/EJMBE-03-2023-0060
Nasution, H., Muafi, M., El-Qadri, Z. M., & Suprihanto, J. (2025). Impact of digital business transformation on organizational ambidexterity and performance in indonesian insurance firms. Intangible Capital, 21(1), 1-20. https://doi.org/10.3926/ic.2930
Nazara, D. S. (2025). Marketing Strategy Innovation: Enhancing Competitiveness and Differentiation of Local Products in the Global Market. Oikonomia: Journal of Management Economics and Accounting, 2(3), 101-112. https://doi.org/10.61942/oikonomia.v2i3.358
Niewöhner, N., Lang, N., Asmar, L., Röltgen, D., Kühn, A., & Dumitrescu, R. (2021). Towards an ambidextrous innovation management maturity model. Procedia CIRP, 100, 289-294. https://doi.org/10.1016/j.procir.2021.05.068
Ouyang, C., Zhu, Y., & Ma, Z. (2022). Ambidextrous leadership and employee voice behavior: The role of work motivation and ambidextrous culture. Psychology research and behavior management, 2899-2914. https://doi.org/10.2147/PRBM.S385033
Parthey, H. (2022). Institutionalisation, interdisciplinarity, and ambivalence in research situations. In The responsibility of science (pp. 141-161). https://doi.org/10.1007/978-3-030-91597-1_7
Putra, A. H. P. K., Rivera, K. M., & Pramukti, A. (2023). Optimizing Marketing Management Strategies Through IT Innovation: Big Data Integration for Better Consumer Understanding. Golden Ratio of Mapping Idea and Literature Format, 3(1), 71-91. https://doi.org/10.52970/grmilf.v3i1.398
Rahman, M. K., Hossain, M. A., Piprani, A. Z., & Abdullah, A. R. (2025). Impact of tech-driven integration, flexibility, and ambidexterity on supply chain integration and performance in manufacturing firms: moderating role of uncertainty and agility. Future Business Journal, 11(1), 72. https://doi.org/10.1186/s43093-025-00488-9
Saleh, R. H., Durugbo, C. M., & Almahamid, S. M. (2023). What makes innovation ambidexterity manageable: a systematic review, multi-level model and future challenges. Review of managerial science, 17(8), 3013-3056. https://doi.org/10.1007/s11846-023-00659-4
Sartipzade, S., Rastgar, A., & vishlaghi, M. (2025). The Impact of Business Intelligence on Performance with Emphasis on the mediating role of Innovation Ambidexterity and Dynamic Capabilities. Journal of Advertising and Sales Management, 6(1), 276-297. https://www.magiran.com/paper/2844361/the-impact-of-business-intelligence-on-performance-with-emphasis-on-the-mediating-role-of-innovation-ambidexterity-and-dynamic-capabilities?lang=en
Sengura, J. D., Mu, R., & Zhang, J. (2024). Towards Frugal Innovation Capability in Emerging Markets within the Digitalization Epoch: Exploring the Role of Strategic Orientation and Organizational Ambidexterity. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2000-2029. https://doi.org/10.3390/jtaer19030098
Sharififar, F., Nicknam, M., & Zakkipour, M. (2025). Designing the Marketing ambidexterity maturity model in telecom industry Islamic Azad University, Qazvin Branch]. Unpublished thesis.
Srikanth, K., & Ungureanu, T. (2025). Organizational adaptation in dynamic environments: Disentangling the effects of how much to explore versus where to explore. Strategic management journal, 46(1), 19-48. https://doi.org/10.1002/smj.3646
Waseel, A. H., Zhang, J., Shehzad, M. U., Hussain Sarki, I., & Kamran, M. W. (2024). Navigating the innovation frontier: ambidextrous strategies, knowledge creation, and organizational agility in the pursuit of competitive excellence. Business Process Management Journal, 30(6), 2127-2160. https://doi.org/10.1108/BPMJ-02-2024-0081
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 Foroozan Sharififar, Manouchehr Niknam, Mehdi Zakipour (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
