ORGANIZATIONAL AMBIDEXTERITY AND COMPETITIVE ADVANTAGE: TOWARD A RESEARCH MODEL

Abstract

Ambidextrous organizations have the ability to compete in mature markets and to develop new products and services for emerging markets simultaneously. Competing in mature markets involves cost reduction, increase ofthe efficiency andthe adoption of incremental innovations that are exploitative in their nature. The development of radical new products and services for emerging markets can be achieved through exploratory innovation. The high levels of exploratory and exploitative innovation simultaneously within the same organization can lead to competitive advantage. In this paper, we present the hypotheses of research model to be tested in a future empirical study focused on the link between the capability of ambidextrous organization and their competitive advantage. Based on innovation and competitive advantage theories, we expect that exploratory innovation and exploitative innovation capabilities will sustain the competitive advantage of the organization.