Table 1 Sales ambidexterity – research... | Emerald Publishing

Table 1

Sales ambidexterity – research streams and definitions

Streams	SSA: service-sales ambidexterity	Acquisition – retention	Innovation – related
Definition	Ambidexterity as an orientation that motivates a series of customer services and cross/up-selling behavior, as simultaneous pursuit of service and sales during encounters with the customer	Ambidexterity as acquiring and developing customers, as the ability of simultaneously pursuing exploration and exploitation, as hunting and farming, undergoing transactional and relational selling, trying to align organization and performances at various organizational levels	Ambidexterity as new product selling ambidexterity, aside cross/up-selling
Studies	• Jasmand et al. (2012), • Sok et al. (2016), • Rapp et al. (2013), • Yu et al. (2013), • Patterson et al. (2014), • Yu et al. (2015), • Agnihotri et al. (2017a, 2017b), • Rapp et al. (2017), • Rapp and Baker (2017), • Ogilvie et al. (2017), • Gabler et al. (2017), • Faia and Vieira (2017), • Panagopoulos et al. (2020), • Mullins et al. (2020), • Becker et al. (2020), • Hughes and Ogilvie (2020), • de Ruyter et al. (2020)	• DeCarlo and Lam (2016), • Nijssen et al. (2017), • Cuevas (2018), • Lam et al. (2019), • Vieira et al. (2019)	• Van der Borgh and Schepers (2014), • Van der Borgh et al. (2017)

Streams	SSA: service-sales ambidexterity	Acquisition – retention	Innovation – related
Definition	Ambidexterity as an orientation that motivates a series of customer services and cross/up-selling behavior, as simultaneous pursuit of service and sales during encounters with the customer	Ambidexterity as acquiring and developing customers, as the ability of simultaneously pursuing exploration and exploitation, as hunting and farming, undergoing transactional and relational selling, trying to align organization and performances at various organizational levels	Ambidexterity as new product selling ambidexterity, aside cross/up-selling
Studies	• Jasmand et al. (2012), • Sok et al. (2016), • Rapp et al. (2013), • Yu et al. (2013), • Patterson et al. (2014), • Yu et al. (2015), • Agnihotri et al. (2017a, 2017b), • Rapp et al. (2017), • Rapp and Baker (2017), • Ogilvie et al. (2017), • Gabler et al. (2017), • Faia and Vieira (2017), • Panagopoulos et al. (2020), • Mullins et al. (2020), • Becker et al. (2020), • Hughes and Ogilvie (2020), • de Ruyter et al. (2020)	• DeCarlo and Lam (2016), • Nijssen et al. (2017),• Cuevas (2018), • Lam et al. (2019), • Vieira et al. (2019)	• Van der Borgh and Schepers (2014), • Van der Borgh et al. (2017)