The current research aims at investigating the impact of marketing ambidexterity on enhancing customer value. A simple random sample of (40) male/ female employees in the General Company for Electronic Systems in Salah Al-Din Governorate was selected in order to complete the research. Experimental measures approved in previous studies were employed in this research in order to verify its hypotheses. This was achieved through a set of statistical tools to analyze and process data and information using the statistical analysis program (SPSS v. 25), including weighted arithmetic means, standard deviations, relative significance, Spearman correlation coefficient and the analysis of simple linear regression. The research revealed the company high awareness of customer value. In addition, marketing ambidexterity has a correlation with the customer value and affects it. In the light of these conclusions, a set of recommendations were formed, summarized by designing a conceptual image of the company surveyed through increasing interest in the products it provides.
