Kouropalatis, Yiannis; Hughes, Paul; Morgan, Robert E. - In: European Journal of Marketing 46 (2012) 10, pp. 1389-1417
strategically ambidextrous firms through the twin lenses of flexibility and commitment to determine whether performance benefits … flexibility and commitment to product‐market strategy as opposing ends of a continuum, this paper adopts a broader perspective and … examines strategic flexibility and commitment to product‐market strategy as elements of strategically ambidextrous firms …