Organisational ambidexterity and firm performance: burning research questions for marketing scholars

Organisational ambidexterity is an important topic in management research having grown meteorically over the past 17 years. Yet, very few studies in marketing examine organisational ambidexterity. Where studies do exist, seldom do they do justice to its theoretical richness and complexity. This complexity is a significant hurdle for scholars and managers alike, but theory and practice on organisational ambidexterity can benefit substantively from the input of scholars outside the realm of management. This paper provides scholars and managers with a detailed analyses, documentary and corpus of reference material documenting the development, definition, theoretical assumptions and conceptual treatment, measurement and empirical findings to do with organisational ambidexterity. Drawing on this detailed analysis, the paper identifies the burning research questions marketing scholars should give urgent attention to advance theory and practice on organisational ambidexterity.