Marketing Ambidexterity and its Role in Enhancing Social Marketing Orientation

Abstract

The primary aim of this research is to understand how marketing ambidexterity, encompassing the dimensions of exploring and exploiting opportunities, contributes to enhancing the social orientation of marketing, which includes the interests of the organization, community welfare, and customer satisfaction. The study focused on middle and senior management at Al-Etihad Company for Food Industries Ltd in Babylon Governorate (Iraq), analyzing their perspectives on this topic. The research problem centered on the extent to which marketing ambidexterity is implemented to achieve a social marketing orientation. A total of 40 questionnaires were distributed, with 37 returned, yielding a 93% response rate. Data were analyzed using statistical methods such as frequencies, arithmetic averages, simple regression, influence coefficient, and correlation coefficient. Findings revealed a statistically significant correlation and impact between marketing ambidexterity and social orientation of marketing, with exploiting opportunities showing the strongest correlation and influence, while exploring opportunities had a lesser effect. Key recommendations include prioritizing market share development to compete with foreign products, creating electronic platforms for social communication to gather customer feedback for performance and product evaluation, focusing on community interests in marketing strategies, and emphasizing the importance of exploring opportunities despite the required efforts and financial risks, by employing qualified personnel in innovation and proactivity.

Keywords: ambidexterity, social orientation, exploring, exploiting, community welfare, interests, satisfaction.

DOI: 10.7176/EJBM/16-8-04

Publication date: October 30th 2024