Ambidexterity as a Key Factor in Banks' Performance: A Marketing Approach
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Título
Ambidexterity as a Key Factor in Banks' Performance: A Marketing ApproachFecha de publicación
2019-04Editor
Taylor & FrancisCita bibliográfica
MONFERRER TIRADO, Diego; MOLINER TENA, Miguel Ángel; ESTRADA GUILLÉN, Marta. Ambidexterity as a Key Factor in Banks’ Performance: A Marketing Approach. Journal of Marketing Theory and Practice, 2019, 27.2: 227-250.Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
https://www.tandfonline.com/doi/abs/10.1080/10696679.2019.1577685Versión
info:eu-repo/semantics/submittedVersionPalabras clave / Materias
Resumen
Based on an ambidexterity approach and using data from 384 Spanish bank branch managers, the results of this study confirm that market orientation facilitates the development of dynamic exploratory capabilities in ... [+]
Based on an ambidexterity approach and using data from 384 Spanish bank branch managers, the results of this study confirm that market orientation facilitates the development of dynamic exploratory capabilities in bank branches and these, in turn, influence their capacity to exploit knowledge through marketing capabilities, leading to higher performance. The findings provide researchers and managers with practical insights into the joint application of certain key approaches and theories (market orientation, ambidexterity, resources- and capabilities-based view, and dynamic capabilities theory) in order to guarantee the sustainable performance of service firms in general, and banks in particular, especially in a context of crisis. [-]
Proyecto de investigación
Ministry of Economy and Competitiveness (Spain), research project “La confianza del consumidor respecto a la calidad de la relación y la orientación al mercado de las entidades financieras: los efectos de la crisis” (ECO2013-47134-P).Derechos de acceso
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