Ambidexterity as a Key Factor in Banks' Performance: A Marketing Approach

Based on an ambidexterity approach and using data from 384 Spanish bank branch managers, the results of this study confirm that market orientation facilitates the development of dynamic exploratory capabilities in bank branches and these, in turn, influence their capacity to exploit knowledge through marketing capabilities, leading to higher performance. The findings provide researchers and managers with practical insights into the joint application of certain key approaches and theories (market orientation, ambidexterity, resources- and capabilities-based view, and dynamic capabilities theory) in order to guarantee the sustainable performance of service firms in general, and banks in particular, especially in a context of crisis.