Journal of Resource Management and Decision Engineering 4 Serial Number 11 2025 06 30 Evaluation of the Paradigmatic Model of Marketing Ambidexterity Maturity in the Telecommunications Industry Evaluation of the Paradigmatic Model of Marketing Ambidexterity Maturity in the Telecommunications Industry 1 11 10.61838/kman.jrmde.4.2.11 EN Journal Article 2025 02 01 <p>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.</p> https://journalrmde.com/index.php/jrmde/article/download/125/159