Marketing determinants of innovation ambidexterity in small and medium‐sized manufacturers

Abstract

The study aimed to identify the marketing determinants of SMEs' innovation ambidexterity and explore this phenomenon in the firms from a post-transition Polish market. Specifically, market-sensing capability, entrepreneurial marketing orientation, and marketing strategies were considered the possible determinants of innovation ambidexterity. The comparative character of the study enabled examining if these relationships have changed comparing 2019 to the time of pandemic crisis in 2021.