Organisational ambidexterity: An examination of mediating factors on the relationship between marketing practices and growth – quality of work life ambidexterity

Firms that are capable of exploiting existing capabilities and exploring new opportunities are said to be ambidextrous. Drawing on the organisational ambidexterity literature, this study explores how service firms achieve high performance in both economic and non-economic domains. Using a sample of 509 small service firms, this study examines the impact of marketing practices on the business growth – quality of work life ambidexterity. Findings suggest that the relationship between marketing practices and the growth – quality of work life ambidexterity is mediated by entrepreneurial self-efficacy and passion for work. We contribute to the literature by demonstrating the importance of individual mechanisms necessary to enable ambidexterity. This study offers empirical evidence for the practice – performance relationship of small service firms by investigating mediating variables that impact this relationship to achieve growth – quality work of life ambidexterity.