Investigating the role of strategic orientation and industry 4.0 readiness on organizational ambidexterity

Articles in Press

Document Type : Research Article

Authors

1 Professor. Semnan University.

2 Postdoctoral Research Fellow, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran.

10.22059/jomc.2024.379693.1008686

Abstract

The advancement of technology and the competitive environment have forced organizations to simultaneously exploit current products and services and continuously discover the best (organizational ambidexterity), in order to succeed in the new industrial age (fourth); Meanwhile, strategic orientation is considered as a basis for the organization's actions and a tool for realizing its goals. Therefore, the current research has been carried out in order to investigate the role of strategic orientation (market orientation and entrepreneur orientation) and industry 4.0 readiness on organizational ambidexterity in the branches of Alborz Insurance Company. The data was collected using a questionnaire, the reliability of which was confirmed by using Cronbach's alpha coefficient, and its composite reliability and validity were confirmed by face validity and convergent validity. Data analysis has been done with the help of structural equation modeling and Smart PLS software. The results of the research hypotheses test show; Market orientation, entrepreneur orientation and industry 4.0 readiness have a positive and meaningful effect on organizational ambidexterity; As a result, managers are advised to prepare organizational ambidexterity by analyzing customer needs (market orientation), modifying processes and actively using market opportunities (entrepreneur orientation) while developing emerging technologies (industry 4.0 readiness) and combining them.

Keywords

Organizational Culture Management

Articles in Press, Accepted Manuscript
Available Online from 13 October 2024

Files

Share

How to cite

Statistics