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Keywords: Ambidexterity
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Journal Articles
Journal of Product & Brand Management (2021) 30 (5): 754–767.
Published: 03 August 2020
... branding and innovation (BI) from an organizational ambidexterity perspective is proposed. Design/methodology/approach This paper builds theory by proposing a typology. Integrating the literature on BI, organizational ambidexterity and resource/knowledge-based view of firms, this study posits...
