“Market Orientation and Innovation Strategies: An Approach to Business Dynamism”

Ambidexterity is one of the strategies used by dynamic businesses to give a suitable response to the current high competitive business environment. It can be investigated in different dimensions such as market orientation and innovation as the two necessary key success factors in a firm. The strategy of using both exploration and exploitation dimensions simultaneously in market orientation and innovation is an area that has not been investigated systematically. The purpose of this survey is to test the indicators which can measure market orientation ambidexterity and innovation ambidexterity. We distributed questionnaires among 186 managers in addition to the marketing experts of food firms, of which 138 questionnaires were collected and analyzed by exploratory and confirmatory factor analysis. We propose a model based on the results to measure ambidexterity of orientation and innovation strategies