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

Project: Research


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.
Effective start/end date1/10/1730/09/18

ID: 7434717