Does strategic ambidexterity moderate organizational support - sales performance relationship for financial services in Uganda?
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Date
2017
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Business Management
Abstract
Adapting strategic ambidexterity enhances the sales performance of financial services that provide
support to their employees, especially the sales representatives. Simultaneously providing support
aligned to the needs of existing markets and that which is aligned to needs of new markets attracts
potential customers to open accounts and undertake policies in banks and insurance institutions,
respectively, and encourages existing account or policy holders to save more with their banks or
upgrade their insurance policies. Despite strategic ambidexterity’s important role in the relationship
between organizational support and sales performance, existing studies in financial services have
concentrated on investigating the direct relationship between these variables. These studies have
ignored the role of strategic ambidexterity in moderating the relationship between organizational
support and sales performance. This study found that there was a positive and significant impact of
strategic ambidexterity in moderating the relationship between organizational support and sales
performance of financial services in Uganda.
Description
Keywords
Strategic ambidexterity, organizational support, Sales performance, Financial services
Citation
Musigire, S., Ntayi, J., & Ahiauzu, A. (2017). Does strategic ambidexterity moderate organizational support-sales performance relationship for financial services in Uganda?. African Journal of Business Management , 11 (4), 74-83. DOI: 10.5897/AJBM2016.8074