The ambidextrous SME: Balancing Exploratory and Exploitative Marketing Practices by Absorption and Use of Social Media Market Intelligence-A Dynamic Capabilities Based Approach

Project Details

Description

The Research Project Fund funded project will explore how SMEs develop ambidexterity in marketing though daily strategic social media use. This research aims to identify organisational conditions/antecedents enabling/hampering a simultaneous pursuit of exploration and exploitation in young (< 3.5 years) vs more established (>3.5 years) knowledge-intensive professional services SME (KIPSMEs), specifically in terms of the marketing context through social media use. A framework to guide organisational development will be produced.
StatusFinished
Effective start/end date1/10/1730/09/18