Strategy Implementation, Ambidextrous Marketing Capability and Deposit Money Banks’ Performance in Lagos State, Nigeria

Abiodun Babatunde Onamusi and Adeola Ahbeeb Adekunle
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Abiodun Babatunde Onamusi: Ibadan, Ogun State, Nigeria
Adeola Ahbeeb Adekunle: Ibadan, Ogun State, Nigeria

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 4355-4365

Abstract: The Nigerian banking sector faces persistent challenges, including high non-performing loans, regulatory constraints and economic volatility which hinder the performance of Deposit Money Banks (DMBs). This study investigates the moderating effect of ambidextrous marketing capability on the relationship between strategy implementation (strategic planning, organizational structure, work systems, monitoring and evaluation) and organizational performance in selected DMBs in Lagos State, Nigeria. The study employed a cross-sectional survey design, data were collected from 381 management staff across six publicly quoted banks and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that strategy implementation significantly impacts organizational performance, explaining 51.7% of the variance (Adjusted R² = 0.517). Additionally, ambidextrous marketing capability positively moderates this relationship (β = 0.087, t = 2.098, p

Date: 2025
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