332
Views
1
CrossRef citations to date
0
Altmetric
Research Article

Frontline ambidexterity: a systematic review and future research agenda

ORCID Icon, ORCID Icon, ORCID Icon, &
Pages 50-73 | Received 08 May 2023, Accepted 21 Sep 2023, Published online: 09 Nov 2023

References

  • *Asterisk indicates articles included in final sample of systematic review.
  • *Affum-Osei, Emmanuel, Eric Adom Asante, Solomon Kwarteng Forkouh, and Inusah Abdul-Nasiru. 2020. “Career Adaptability and Ambidextrous Behavior among Customer-Service Representatives: The Role of Perceived Organizational Support.” Journal of Personal Selling & Sales Management 40 (1): 4–18. doi: 10.1080/08853134.2019.1594241.
  • *Agnihotri, Raj, Colin B. Gabler, Omar S. Itani, Fernando Jaramillo, and Michael T. Krush. 2017. “Salesperson Ambidexterity and Customer Satisfaction: Examining the Role of Customer Demandingness, Adaptive Selling, and Role Conflict.” Journal of Personal Selling & Sales Management 37 (1): 27–41. doi: 10.1080/08853134.2016.1272053.
  • *Ahmad, Bilal, Da Liu, Naeem Akhtar, and Umar Iqbal Siddiqi. 2022. “Does Service-Sales Ambidexterity Matter in Business-to-Business Service Recovery? A Perspective through Salesforce Control System.” Industrial Marketing Management 102: 351–363. doi: 10.1016/j.indmarman.2022.02.007.
  • *Aman, Mohammed Atif, Mohammad Khalid Azam, and Asif Akhtar. 2022. “Ambidextrous Selling: A Systematic Review and Synthesis of Theories, Themes, and Methodologies.” Journal of Personal Selling & Sales Management 42 (1): 46–67. doi: 10.1080/08853134.2021.1967757.
  • Banks, George C., and Sven Kepes. 2015. “The Influence of Internal HRM Activity Fit on the Dynamics within the ‘Black Box’.” Human Resource Management Review 25 (4): 352–367. doi: 10.1016/j.hrmr.2015.02.002.
  • *Bouzari, Mona, and Osman M. Karatepe. 2017. “Test of a Mediation Model of Psychological Capital among Hotel Salespeople.” International Journal of Contemporary Hospitality Management 29 (8): 2178–2197. doi: 10.1108/IJCHM-01-2016-0022.
  • Bowen, Melanie, Christine Lai-Bennejean, Alexander Haas, and Deva Rangarajan. 2021. “Social Media in B2B Sales: Why and When Does Salesperson Social Media Usage Affect Salesperson Performance?” Industrial Marketing Management 96 (July): 166–182. doi: 10.1016/j.indmarman.2021.05.007.
  • Brown, Shona L., and Kathleen M. Eisenhardt. 1997. “The Art of Continuous Change: Linking Complexity Theory and Time-Paced Evolution in Relentlessly Shifting Organizations.” Administrative Science Quarterly 42 (1): 1–34. doi: 10.2307/2393807.
  • Burns, Tom, and George M. Stalker. 1961. “Mechanistic and Organic Systems.” Classics of Organizational Theory 209–214.
  • Burns, Tom, and George M. Stalker. 1961. “Mechanistic and Organic Systems.” In Classics of Organizational Theory, 209–214. Pacific, CA: Brooks/Cole.
  • Cao, Qing, Eric Gedajlovic, and Hongping Zhang. 2009. “Unpacking Organizational Ambidexterity: Dimensions, Contingencies, and Synergistic Effects.” Organization Science 20 (4): 781–796. doi: 10.1287/orsc.1090.0426.
  • *Classen, Moritz, and Thomas Friedli. 2022. “Eight Organizational Enablers of Digital Service-Sales Ambidexterity in Industrial Firms.” Journal of Business & Industrial Marketing 37 (11): 2142–2155. doi: 10.1108/JBIM-02-2021-0080.
  • *Cuevas, Javier Marcos. 2018. “The Transformation of Professional Selling: Implications for Leading the Modern Sales Organization.” Industrial Marketing Management 69: 198–208. doi: 10.1016/j.indmarman.2017.12.017.
  • *de Ruyter, Ko, Debbie Isobel Keeling, and Ting Yu. 2020. “Service-Sales Ambidexterity: Evidence, Practice, and Opportunities for Future Research.” Journal of Service Research 23 (1): 13–21. doi: 10.1177/1094670519878880.
  • *DeCarlo, Thomas E., and Son K. Lam. 2016. “Identifying Effective Hunters and Farmers in the Salesforce: A Dispositional–Situational Framework.” Journal of the Academy of Marketing Science 44 (4): 415–439. doi: 10.1007/s11747-015-0425-x.
  • *DeCarlo, Thomas E., Thomas Powers, and Ashish Sharma. 2021. “Manager Directives for Salesperson Ambidextrous Selling and Resulting Job Satisfaction: A Regulatory Focus Perspective.” European Journal of Marketing 55 (11): 3010–3032. doi: 10.1108/EJM-05-2020-0335.
  • Duncan, R. B. 1976. “The Ambidextrous Organization: Designing Dual Structures for Innovation.” In The Management of Organization Design, Vol. 1, edited by R. H. Kilmann, L. R. Pondy, and D. P. Slevin, 167–188. New York, NY: Elsevier North-Holland.
  • Evans, Kenneth R., Todd J. Arnold, and John A. Grant. 1999. “Combining Service and Sales at the Point of Customer Contact: A Retail Banking Example.” Journal of Service Research 2 (1): 34–49. doi: 10.1177/109467059921004.
  • *Faia, Valter da Silva, and Valter Afonso Vieira. 2017. “Generating Sales While Providing Service: The Moderating Effect of the Control System on Ambidextrous Behavior.” International Journal of Bank Marketing 35 (3): 447–471. doi: 10.1108/IJBM-07-2016-0094.
  • *Fain, Nusa, Beverly Wagner, and Neil Kay. 2018. “Driving Innovation through Ambidextrous Service Provision—Long Life Cycle Products in Manufacturing Contexts.” Technological Forecasting and Social Change 130: 3–13. doi: 10.1016/j.techfore.2017.05.013.
  • *Fan, Hua, Bing Han, Wei Gao, and Wenqian Li. 2022. “How AI Chatbots Have Reshaped the Frontline Interface in China: Examining the Role of Sales–Service Ambidexterity and the Personalization–Privacy Paradox.” International Journal of Emerging Markets 17 (4): 967–986. doi: 10.1108/IJOEM-04-2021-0532.
  • *Fan, Hua, Wei Gao, and Bing Han. 2022. “How Does (Im)Balanced Acceptance of Robots between Customers and Frontline Employees Affect Hotels’ Service Quality?” Computers in Human Behavior 133: 107287. doi: 10.1016/j.chb.2022.107287.
  • *Fan, Hua, Wei Gao, and Bing Han. 2023. “Are AI Chatbots a Cure-All? The Relative Effectiveness of Chatbot Ambidexterity in Crafting Hedonic and Cognitive Smart Experiences.” Journal of Business Research 156: 113526. doi: 10.1016/j.jbusres.2022.113526.
  • Fennell, Patrick B., Melanie P. Lorenz, Kristina K. Lindsey Hall, and James M. Andzulis. 2023. “Not My Circus, Not My Monkeys? Frontline Employee Perceptions of Customer Deviant Behaviors and Service Firms’ Guardianship Policies.” Journal of Service Research 26 (3): 422–440. doi: 10.1177/10946705231163881.
  • Fiorentino, Raffaele, and Stefano Garzella. 2015. “Synergy Management Pitfalls in Mergers and Acquisitions.” Management Decision 53 (7): 1469–1503. doi: 10.1108/MD-12-2014-0692.
  • *Gabler, Colin B., Jessica L. Ogilvie, Adam Rapp, and Daniel G. Bachrach. 2017. “Is There a Dark Side of Ambidexterity? Implications of Dueling Sales and Service Orientations.” Journal of Service Research 20 (4): 379–392. doi: 10.1177/1094670517712019.
  • Gibson, Cristina B., and Julian Birkinshaw. 2004. “The Antecedents, Consequences, and Mediating Role of Organizational Ambidexterity.” Academy of Management Journal 47 (2): 209–226. doi: 10.5465/20159573.
  • *Giovannetti, Marta, Silvio Cardinali, and Piyush Sharma. 2021. “Sales Technology and Salespeople’s Ambidexterity: An Ecosystem Approach.” Journal of Business & Industrial Marketing 36 (4): 615–629. doi: 10.1108/JBIM-01-2020-0034.
  • Goold, Michael, and Andrew Campbell. 1998. “Desperately Seeking Synergy.” Harvard Business Review 76 (5): 131–143.
  • Gupta, Anil K., Ken G. Smith, and Christina E. Shalley. 2006. “The Interplay between Exploration and Exploitation.” Academy of Management Journal 49 (4): 693–706. doi: 10.5465/amj.2006.22083026.
  • *Gwinner, Kevin P., Mary Jo Bitner, Stephen W. Brown, and Ajith Kumar. 2005. “Service Customization through Employee Adaptiveness.” Journal of Service Research 8 (2): 131–148. doi: 10.1177/109467050279699.
  • Gwinner, Kevin P., Dwayne D. Gremler, and Mary Jo Bitner. 1998. “Relational Benefits in Services Industries: The Customer’s Perspective.” Journal of the Academy of Marketing Science 26 (2): 101–114. doi: 10.1177/0092070398262002.
  • *Hall, Zachary R., Michael Ahearne, and Harish Sujan. 2015. “The Importance of Starting Right: The Influence of Accurate Intuition on Performance in Salesperson–Customer Interactions.” Journal of Marketing 79 (3): 91–109. doi: 10.1509/jm.13.0505.
  • *Hochstein, Bryan, Nawar N. Chaker, Deva Rangarajan, Duane Nagel, and Nathaniel N. Hartmann. 2021. “Proactive Value Co-creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles.” Journal of Service Research 24 (4): 601–621. doi: 10.1177/1094670521997565.
  • Hodgkinson, Ian R., M. N. Ravishankar, and Michelle Aitken-Fischer. 2014. “A Resource-Advantage Perspective on the Orchestration of Ambidexterity.” The Service Industries Journal 34 (15): 1234–1252. doi: 10.1080/02642069.2014.942655.
  • *Hughes, Douglas E., and Jessica L. Ogilvie. 2020. “When Sales Becomes Service: The Evolution of the Professional Selling Role and an Organic Model of Frontline Ambidexterity.” Journal of Service Research 23 (1): 22–32. doi: 10.1177/1094670519878882.
  • Jansen, Justin J. P., Dusya Vera, and Mary Crossan. 2009. “Strategic Leadership for Exploration and Exploitation: The Moderating Role of Environmental Dynamism.” The Leadership Quarterly 20 (1): 5–18. doi: 10.1016/j.leaqua.2008.11.008.
  • *Jasmand, Claudia, Vera Blazevic, and Ko de Ruyter. 2012. “Generating Sales While Providing Service: A Study of Customer Service Representatives’ Ambidextrous Behavior.” Journal of Marketing 76 (1): 20–37. doi: 10.1509/jm.10.0448.
  • *Kao, Ya Ling, and Ching Fu Chen. 2016. “Antecedents, Consequences and Moderators of Ambidextrous Behaviours among Frontline Employees.” Management Decision 54 (8): 1846–1860. doi: 10.1108/MD-05-2015-0187.
  • Kassotaki, Olga. 2022. “Review of Organizational Ambidexterity Research.” SAGE Open 12 (1): 215824402210821. doi: 10.1177/21582440221082127.
  • *Keshavarz, Ali Reza, and Ismail Gölgeci. 2023. “The Value of the Sales Function: A Multilevel Examination of the Effect of Strategic Marketing Ambidexterity and Industry Contingencies.” Journal of Business Research 156: 113545. doi: 10.1016/j.jbusres.2022.113545.
  • Knight, Eric, and Will Harvey. 2015. “Managing Exploration and Exploitation Paradoxes in Creative Organisations.” Management Decision 53 (4): 809–827. doi: 10.1108/MD-03-2014-0124.
  • *Lam, Son K., Thomas E. DeCarlo, and Ashish Sharma. 2019. “Salesperson Ambidexterity in Customer Engagement: Do Customer Base Characteristics Matter?” Journal of the Academy of Marketing Science 47 (4): 659–680. doi: 10.1007/s11747-019-00650-0.
  • Lawrence, Paul R., and Jay W. Lorsch. 1967. “Differentiation and Integration in Complex Organizations.” Administrative Science Quarterly 12 (1): 1–47. doi: 10.2307/2391211.
  • *Lee, Sunkee, and Philipp Meyer-Doyle. 2017. “How Performance Incentives Shape Individual Exploration and Exploitation: Evidence from Microdata.” Organization Science 28 (1): 19–38. doi: 10.1287/orsc.2016.1104.
  • *Lubatkin, Michael H., Zeki Simsek, Yan Ling, and John F. Veiga. 2006. “Ambidexterity and Performance in Small- to Medium-Sized Firms: The Pivotal Role of Top Management Team Behavioral Integration.” Journal of Management 32 (5): 646–672. doi: 10.1177/0149206306290712.
  • *Luu, Tuan Trong, Chris Rowley, and Khai Cong Dinh. 2018. “Enhancing the Effect of Frontline Public Employees’ Individual Ambidexterity on Customer Value Co-Creation.” Journal of Business & Industrial Marketing 33 (4): 506–522. doi: 10.1108/JBIM-04-2017-0091.
  • *Marabelli, Marco, Chiara Frigerio, and Federico Rajola. 2012. “Ambidexterity in Service Organizations: Reference Models from the Banking Industry.” Industry & Innovation 19 (2): 109–126. doi: 10.1080/13662716.2012.650881.
  • Malshe, Avinash, and Ravipreet S. Sohi. 2009. “Sales Buy-In of Marketing Strategies: Exploration of Its Nuances, Antecedents, and Contextual Conditions.” Journal of Personal Selling & Sales Management 29 (3): 207–225. doi: 10.2753/PSS0885-3134290301.
  • March, James G. 1991. “Exploration and Exploitation in Organizational Learning.” Organization Science 2 (1): 71–87. doi: 10.1287/orsc.2.1.71.
  • Martin, Jeffrey A., and Kathleen M. Eisenhardt. 2010. “Rewiring: Cross-Business-Unit Collaborations in Multibusiness Organizations.” Academy of Management Journal 53 (2): 265–301. doi: 10.5465/amj.2010.49388795.
  • Michel, Eric J., Kristina K. Lindsey-Hall, Sven Kepes, Ji Qi, Matthew R. Leon, Laurence G. Weinzimmer, and Anthony R. Wheeler. 2022. “Bridging Two Tales of Engagement: A Meta-Analytic Review of Employee Engagement and Customer Engagement in Service Contexts.” Journal of Service Management. doi: 10.1108/JOSM-06-2019-0171.
  • Mom, Tom J. M., Frans A. J. Van Den Bosch, and Henk W. Volberda. 2007. “Investigating Managers’ Exploration and Exploitation Activities: The Influence of Top‐down, Bottom‐up, and Horizontal Knowledge Inflows.” Journal of Management Studies 44 (6): 910–931. doi: 10.1111/j.1467-6486.2007.00697.x.
  • Mu, Ting, Allard van Riel, and Roel Schouteten. 2022. “Individual Ambidexterity in SMEs: Towards a Typology Aligning the Concept, Antecedents and Outcomes.” Journal of Small Business Management 60 (2): 347–378. doi: 10.1080/00472778.2019.1709642.
  • *Mullins, Ryan, Raj Agnihotri, and Zachary Hall. 2020. “The Ambidextrous Sales Force: Aligning Salesperson Polychronicity and Selling Contexts for Sales-Service Behaviors and Customer Value.” Journal of Service Research 23 (1): 33–52. doi: 10.1177/1094670519883344.
  • *Nijssen, Edwin J., Paolo Guenzi, and Michel Van der Borgh. 2017. “Beyond the Retention—Acquisition Trade-Off: Capabilities of Ambidextrous Sales Organizations.” Industrial Marketing Management 64: 1–13. doi: 10.1016/j.indmarman.2017.03.008.
  • Nur, Rohmah. 2022. “How Port Service is Important for Logistic Companies Examining Role of Service Ambidexterity and Service Agility.” Management Analysis Journal 11 (3): 219–226.
  • O'Cass, Aron, Nima Heirati, and Liem Viet Ngo. 2014. “Achieving New Product Success via the Synchronization of Exploration and Exploitation across Multiple Levels and Functional Areas.” Industrial Marketing Management 43 (5): 862–872. doi: 10.1016/j.indmarman.2014.04.015.
  • O’Reilly, Charles A., and Michael L. Tushman. 2008. “Ambidexterity as a Dynamic Capability: Resolving the Innovator’s Dilemma.” Research in Organizational Behavior 28: 185–206. doi: 10.1016/j.riob.2008.06.002.
  • O’Reilly, Charles A., and Michael L. Tushman. 2013. “Organizational Ambidexterity: Past, Present, and Future.” Academy of Management Perspectives 27 (4): 324–338. doi: 10.5465/amp.2013.0025.
  • *Panagopoulos, Nikolaos G., Adam Rapp, and Michael A. Pimentel. 2020. “Firm Actions to Develop an Ambidextrous Sales Force.” Journal of Service Research 23 (1): 87–104. doi: 10.1177/1094670519883348.
  • Page, Matthew J, Joanne E McKenzie, Patrick M Bossuyt, Isabelle Boutron, Tammy C Hoffmann, Cynthia D Mulrow, Larissa Shamseer, et al. 2021. “The PRISMA 2020 Statement: An Updated Guideline for Reporting Systematic Reviews.” BMJ, March, n71. https://doi.org/10.1136/bmj.n71.
  • Page, Matthew J., David Moher, Patrick M. Bossuyt, Isabelle Boutron, Tammy C. Hoffmann, Cynthia D. Mulrow, Larissa Shamseer, et al. 2021. “PRISMA 2020 Explanation and Elaboration: Updated Guidance and Exemplars for Reporting Systematic Reviews.” BMJ 372 (160): n160. doi: 10.1136/bmj.n160.
  • *Patterson, Paul, Ting Yu, and Narumon Kimpakorn. 2014. “Killing Two Birds with One Stone: Cross-Selling during Service Delivery.” Journal of Business Research 67 (9): 1944–1952. doi: 10.1016/j.jbusres.2013.11.013.
  • *Pertusa-Ortega, Eva M., Juan José Tarí, Jorge Pereira-Moliner, José F. Molina-Azorín, and Maria D. López-Gamero. 2021. “Developing Ambidexterity through Quality Management and Their Effects on Performance.” International Journal of Hospitality Management 92: 102720. doi: 10.1016/j.ijhm.2020.102720.
  • Pierce, John. 2019. “Down with the Hierarchy: How Flat Management Fosters Employee Entrepreneurship.” Forbes, April 5.
  • *Rapp, Adam, Daniel G. Bachrach, Karen E. Flaherty, Douglas E. Hughes, Arun Sharma, and Clay M. Voorhees. 2017. “The Role of the Sales-Service Interface and Ambidexterity in the Evolving Organization: A Multilevel Research Agenda.” Journal of Service Research 20 (1): 59–75. doi: 10.1177/1094670516679274.
  • *Rapp, Adam, Thomas L. Baker, Nathaniel N. Hartmann, and Michael Ahearne. 2020. “The Intersection of Service and Sales: The Increased Importance of Ambidexterity.” Journal of Service Research 23 (1): 8–12. doi: 10.1177/1094670519892333.
  • *Rapp, Adam, Lauren Skinner Beitelspacher, Dhruv Grewal, and Douglas E. Hughes. 2013. “Understanding Social Media Effects across Seller, Retailer, and Consumer Interactions.” Journal of the Academy of Marketing Science 41 (5): 547–566. doi: 10.1007/s11747-013-0326-9.
  • Schnellbächer, Benedikt, Sven Heidenreich, and Andreas Wald. 2019. “Antecedents and Effects of Individual Ambidexterity–A Cross-Level Investigation of Exploration and Exploitation Activities at the Employee Level.” European Management Journal 37 (4): 442–454. doi: 10.1016/j.emj.2019.02.002.
  • *Shiue, William, Aybars Tuncdogan, Fatima Wang, and John Bredican. 2021. “Strategic Enablers of Service-Sales Ambidexterity: A Preliminary Framework and Research Agenda.” Industrial Marketing Management 92: 78–86. doi: 10.1016/j.indmarman.2020.11.001.
  • Singh, Jagdip, Michael Brady, Todd Arnold, and Tom Brown. 2017. “The Emergent Field of Organizational Frontlines.” Journal of Service Research 20 (1): 3–11. doi: 10.1177/1094670516681513.
  • Sleep, Stefan, Son K. Lam, and John Hulland. 2018. “The Sales–Marketing Integration Gap: A Social Identity Approach.” Journal of Personal Selling & Sales Management 38 (4): 371–390. doi: 10.1080/08853134.2018.1513796.
  • *Sok, Keo Mony, Devin Bin, and Phyra Sok. 2022. “How and When Do the Ambidextrous Frontline Sales Employees Achieve Superior Sales Performance?” Journal of Service Theory and Practice 32 (4): 505–520. doi: 10.1108/JSTP-09-2021-0194.
  • *Sok, Phyra, and Aron O'Cass. 2015. “Achieving Service Quality through Service Innovation Exploration – Exploitation: The Critical Role of Employee Empowerment and Slack Resources.” Journal of Services Marketing 29 (2): 137–149. doi: 10.1108/JSM-03-2014-0085.
  • *Sok, Keo Mony, Phyra Sok, and Luigi M. De Luca. 2016. “The Effect of ‘Can Do’ and ‘Reason To’ Motivations on Service-Sales Ambidexterity.” Industrial Marketing Management 55: 144–155. doi: 10.1016/j.indmarman.2015.09.001.
  • *Sok, Keo Mony, Phyra Sok, Yelena Tsarenko, and Jason Thomas Widjaja. 2021. “How and When Frontline Employees’ Resilience Drives Service-Sales Ambidexterity: The Role of Cognitive Flexibility and Leadership Humility.” European Journal of Marketing 55 (11): 2965–2987. doi: 10.1108/EJM-05-2020-0320.
  • *Sok, Phyra, Keo Mony Sok, Tracey S. Danaher, and Peter J. Danaher. 2018. “The Complementarity of Frontline Service Employee Creativity and Attention to Detail in Service Delivery.” Journal of Service Research 21 (3): 365–378. doi: 10.1177/1094670517746778.
  • *Tang, Ta-Wei. 2014. “Becoming an Ambidextrous Hotel: The Role of Customer Orientation.” International Journal of Hospitality Management 39: 1–10. doi: 10.1016/j.ijhm.2014.01.008.
  • Tiwana, Amrit. 2008. “Do Bridging Ties Complement Strong Ties? An Empirical Examination of Alliance Ambidexterity.” Strategic Management Journal 29 (3): 251–272. doi: 10.2307/20142016.
  • *Tuan, L. T. 2022. “Tourism Employee Ambidexterity: The Roles of Servant Leadership, Job Crafting, and Perspective Taking.” Journal of Hospitality and Tourism Management 51: 53–66. doi: 10.1016/j.jhtm.2022.02.019.
  • Tuzovic, Sven, Jochen Wirtz, and Loizos Heracleous. 2018. “How Do Innovators Stay Innovative? A Longitudinal Case Analysis.” Journal of Services Marketing 32 (1): 34–45. doi: 10.1108/JSM-02-2017-0052.
  • Turner, Neil, Juani Swart, and Harvey Maylor. 2013. “Mechanisms for Managing Ambidexterity: A Review and Research Agenda.” International Journal of Management Reviews 15 (3): 317–332. doi: 10.1111/j.1468-2370.2012.00343.x.
  • Tushman, Michael L., and Charles A. O’Reilly. 1996. “The Ambidextrous Organizations: Managing Evolutionary and Revolutionary Change.” California Management Review 38 (4): 8–29. doi: 10.2307/41165852.
  • *Van der Borgh, Michel, Ad de Jong, and Edwin J. Nijssen. 2017. ” “Alternative Mechanisms Guiding Salespersons’ Ambidextrous Product Selling.” British Journal of Management 28 (2): 331–353. doi: 10.1111/1467-8551.12148.
  • Veloutsou, Cleopatra, and Junyun Liao. 2023. “Mapping Brand Community Research from 2001 to 2021: Assessing the Field’s Stage of Development and a Research Agenda.” Psychology & Marketing 40 (3): 431–454. doi: 10.1002/mar.21782.
  • *Vieira, Valter Afonso, Valter da Silva Faia, James Boles, Bruno Rafael Marioti, and Rita Cassia Pereira. 2019. “The Role of Self-Regulatory Mode on Acquisition–Retention Ambidexterity.” Journal of Business & Industrial Marketing 34 (8): 1813–1826. doi: 10.1108/JBIM-03-2018-0114.
  • *Vieira, Valter Afonso, Valter da Silva Faia, Colin B. Gabler, and Rosinaldo Nunes Cardoso. 2021. “The Impact of Intuition and Deliberation on Acquisition-Retention Ambidexterity and Sales Performance: Comparing the Dual-Process and Uni-Process Models.” Journal of Personal Selling & Sales Management 41 (1): 56–69. doi: 10.1080/08853134.2020.1845188.
  • Vorhies, Douglas W., Linda M. Orr, and Victoria D. Bush. 2011. “Improving Customer-Focused Marketing Capabilities and Firm Financial Performance via Marketing Exploration and Exploitation.” Journal of the Academy of Marketing Science 39 (5): 736–756. doi: 10.1007/s11747-010-0228-z.
  • Weiss, Lysander, and Dominik K. Kanbach. 2022. “Toward an Integrated Framework of Corporate Venturing for Organizational Ambidexterity as a Dynamic Capability.” Management Review Quarterly 72 (4): 1129–1170. doi: 10.1007/s11301-021-00223-y.
  • *Yang, Yefei, Peter K. C. Lee, and T. C Edwin Cheng. 2017. “Leveraging Selected Operational Improvement Practices to Achieve Both Efficiency and Creativity: A Multi-Level Study in Frontline Service Operations.” International Journal of Production Economics 191: 298–310. doi: 10.1016/j.ijpe.2017.06.023.
  • *Yen, HsiuJu Rebecca, Paul Jen-Hwa Hu, and Yi-Chun Liao. 2021. “Transforming the Role of Frontline Service Employees for Cross-Selling.” Journal of Services Marketing 35 (4): 428–441. doi: 10.1108/JSM-02-2020-0071.
  • *Yen, HsiuJu Rebecca, Paul Jen-Hwa Hu, Yi-Chun Liao, and Jiun-Yu Wu. 2022. “Effects of the Manager’s Goal Orientation on Frontline Service Employees’ Service–Sales Ambidexterity Conversion.” Journal of Service Theory and Practice 32 (6): 737–761. doi: 10.1108/JSTP-02-2022-0042.
  • *Yu, Ting, Siegfried Gudergan, and Ching-fu Chen. 2020. “Achieving Employee Efficiency – Flexibility Ambidexterity.” The International Journal of Human Resource Management 31 (19): 2459–2494. doi: 10.1080/09585192.2018.1449762.
  • *Yu, Ting, Paul G. Patterson, and Ko de Ruyter. 2013. “Achieving Service-Sales Ambidexterity.” Journal of Service Research 16 (1): 52–66. doi: 10.1177/1094670512453878.
  • *Yu, Ting, Paul G., Patterson, and Ko de Ruyter. 2015. “Converting Service Encounters into Cross-Selling Opportunities Does Faith in Supervisor Ability Help or Hinder Service-Sales Ambidexterity?” European Journal of Marketing 24 (5): 41–49. doi: 10.1108/EL-01-2014-0022.
  • *Zhang, Jing A., Guoquan Chen, Conor O’Kane, Shuting Xiang, and Jingyi Wang. 2022. “How Employee Exploration and Exploitation Affect Task Performance: The Influence of Organizational Competitive Orientation.” The International Journal of Human Resource Management 33 (5): 930–964. doi: 10.1080/09585192.2020.1745866.
  • *Zheng, Xiaoyong. 2022. “Salesmanship: The Influence of Social Networks on Sales-Service Ambidexterity.” Management Decision 60 (11): 3086–3126. doi: 10.1108/MD-01-2022-0038.
  • *Zheng, Yaqin, Hsin-Yi Liao, Wyatt A. Schrock, Yi Zheng, and Zhimei Zang. 2023. “Synergies between Salesperson Orientations and Sales Force Control: A Person-Organization Fit Perspective on Adaptive Selling Behaviors and Sales Performance.” Journal of Business Research 155 (Part A): 113451. doi: 10.1016/j.jbusres.2022.113451.
  • *Zheng, Yaqin, Dong Liu, Yi Zheng, and Zhimei Zang. 2022. “Contingent Conditions on the Effectiveness of Salesperson Acquisition-Retention Ambidexterity: The Motivation–Opportunity–Ability Framework.” Journal of Business & Industrial Marketing 37 (5): 1111–1126. doi: 10.1108/JBIM-09-2020-0445.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.