The performance impact of marketing dualities: a response surface approach to resolving empirical challenges

Youngtak M. Kim (), John R. Busenbark (), Seung-Hwan Jeong () and Son K. Lam ()
Additional contact information
Youngtak M. Kim: University of Georgia
John R. Busenbark: University of Notre Dame
Seung-Hwan Jeong: University of Georgia
Son K. Lam: University of Georgia

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 5, No 2, 915-940

Abstract: Abstract We examine issues associated with various operational measures and model specifications in marketing-duality research that focuses on either a balancing or a combining perspective. In Study 1, we use archival data to demonstrate various operationalizations and models that subscribe to either perspective to test the impact of the exploration::exploitation duality, which produce mixed results. We then show that the multidimensional response surface approach constitutes a superior omnibus test that coalesces the two perspectives. Study 2, a simulation-based study, affirms the severity of biases in the existing approaches and the comprehensiveness and precision of the response surface approach. The cumulative evidence shows that the existing perspectives employ transformed measures that fail to distinguish firms with different approaches to the two activities underlying a duality. Thus, they suffer from many conceptual blind spots, produce mixed statistical conclusions, and are sensitive to changes in mean values. Our findings provide guidelines for the study of marketing dualities.

Keywords: Duality; Ambidexterity; Simulations; Response surface analysis; Polynomial regression (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-022-00848-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:50:y:2022:i:5:d:10.1007_s11747-022-00848-9

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-022-00848-9

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().