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Volume :26 Issue : 2 2019      Add To Cart                                                                    Download

Impact of Marketing Ambidexterity and Moderating Role of Environmental Uncertainty on Organization's Competitive Performance: A Field Study(in Arabic)

Auther : Sameh A. Khatter

Aim of the Paper: This paper aimed at testing the effect of marketing ambidexterity (MA) on organization's competitive performance by examining the moderating role of environmental uncertainty (EU).
Study Design: The questionnaire was utilized to collect data about the research variables. Regression analysis was used to determine relationships between variables and testing Hypotheses.
Sample and Data: The data were collected from 173 general managers representing a simple random sample of ready-made garment companies at Cairo Governorate, Egypt.
Results: The findings indicated a positive significant impact of MA but a negative significant impact of EU on competitive performance, as well as a significant moderating impact of EU on the relationship between MA and competitive performance.
Conclusion: The results of the study can enrich knowledge in the marketing field by responding to an organization’s concern about the impact of MA and EU on competitive performance.

 

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Nov 19, 2019

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