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Marketing and Sales in Ambidextrous Organizations: Organizational Challenges from Digitalization?
Book chapter

Marketing and Sales in Ambidextrous Organizations: Organizational Challenges from Digitalization?

Per Andersson, Ebba Laurin and Christopher Rosenqvist
Organizing Marketing and Sales: Mastering Contemporary B2B Challenges, pp.241-252
2018
DOI: https://doi.org/10.1108/978-1-78754-968-520181015

Abstract

The subject is wide, and the aim of the chapter is to generate ideas on some potential consequences for marketing management and organization. The chapter ends with a set of propositions serving as starting points for further studies of the links between digitalization, marketing management and organization, as well as the forces resulting from digitalization.

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