Business & Management

The Role of Organizational Ambidexterity Precedence in Marketing Intellectual Outputs

Abdullah Mahmoud Abdullah · Mayada Khudair Ahmed

Abstract

The research aims to know the role of organizational ambidexterity precedence in marketing intellectual outputs. Tikrit University was chosen as a field of study. The sample was represented by faculty members at Tikrit University and the research community consisted of (3064) individuals. The sample taken for analysis was (389). The questionnaire was used as a main tool for the study. The descriptive analytical approach was used to achieve the study objectives and reach a solution to its problem. The data and hypotheses adopted in the research were analyzed through the use of appropriate statistical methods by using the statistical analysis programs SPSS Version23 and PLS4, SMART. The research reached several results, the most important of which are: the existence of a correlation relationship and a significant effect of organizational ambidexterity precedence in marketing intellectual outputs. As for the importance of the recommendations, the university should invest more in organizational ambidexterity precedence and enhance them because of their importance in the success of the process of marketing its intellectual outputs.

Keywords: Organizational ambidexterity precedence Marketing intellectual outputs University of Tikrit
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