The Influence of Cross-Functional Marketing Capabilities on Marketing Ambidexterity | Zendy

Peppy Fachrial | Zendy; Lira Agusinta | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

The Influence of Cross-Functional Marketing Capabilities on Marketing Ambidexterity

Author(s) -

Peppy Fachrial,

Lira Agusinta

Publication year - 2022

Publication title -

syntax literate jurnal ilmiah indonesia

Language(s) - Spanish

Resource type - Journals

eISSN - 2548-1398

pISSN - 2541-0849

DOI - 10.36418/syntax-literate.v7i1.6101

Subject(s) - ambidexterity , marketing , business , business administration , product (mathematics) , marketing management , marketing mix , marketing strategy , computer science , knowledge management , mathematics , geometry

Untuk menjalankan strategi marketing ambidexterity diperlukan adanya kerjasama dan koordinasi lintas fungsi pemasaran dan fungsi-fungsi lainnya di dalam perusahaan. Cross-functional marketing capabilities (C-FMCap) dapat membantu memaksimalkan marketing ambidexterity. Terdapat tiga dimensi yang memberikan kontribusi pada C-FMCap yang meliputi: brand management, new product development, dan customer relationship management. Berdasarkan hasil pengujian hipotesis didapatkan nilai koefisien jalur cross-functional marketing capabilities terhadap marketing ambidexterity sebesar 0,44 dengan T-Values sebesar 4,131 dan P Values 0,000 (< 0,05). Untuk itu dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan Cross-Functional Marketing Capabilities (C-FMCap) terhadap marketing ambidexterity

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research