Impact of Ambidextrous Marketing on Market and Financial Performance

Basit Öğe Kaydı
dc.authoridOZDEMIR, SERKAN/0000-0001-9004-6181
dc.contributor.authorTokgoz, Emrah
dc.contributor.authorAkatay, Ayten
dc.contributor.authorOzdemir, Serkan
dc.date.accessioned2025-01-27T20:49:34Z
dc.date.available2025-01-27T20:49:34Z
dc.date.issued2017
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.descriptionConference on Economies of Balkan and Eastern Europe Countries in the Changed World (EBEEC) -- MAY 06-08, 2016 -- Split, CROATIA
dc.description.abstractFirms need ambidextrous marketing functions which is being capable of exploitation and exploration of markets. In this research, impact of ambidextrous marketing on market performance and financial peformance is revealed using Structural Equation Model (SEM). Small and Medium-Sized Enterprises (SMEs) operating in information technology have been selected. For this reason, sample of the study was collected via questionnaire through 392 SME's managers and owners. According to the results of the model; marketing exploitation has significant and positive direct effect 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 effect on financial performance. As a result, it is demonstrated that ambidextrous marketing has impact on market and financial peformance.
dc.identifier.doi10.18502/kss.v1i2.647
dc.identifier.endpage72
dc.identifier.issn2518-668X
dc.identifier.startpage59
dc.identifier.urihttps://doi.org/10.18502/kss.v1i2.647
dc.identifier.urihttps://hdl.handle.net/20.500.12428/25224
dc.identifier.wosWOS:000417433200005
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherKnowledge E
dc.relation.ispartofEconomies of Balkan and Eastern Europe Countries in The Changed World (Ebeec)
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WoS_20250125
dc.subjectAmbidextrous Marketing
dc.subjectMarketing Exploitation
dc.subjectMarketing Exploration
dc.subjectMarket Performance
dc.subjectFinancial Performance
dc.titleImpact of Ambidextrous Marketing on Market and Financial Performance
dc.typeConference Object

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu