Abstract In increasingly current market competition, firms need to become ambidextrous and achieve superior performance. An ambidextrous organization is an organization that can focus while simultaneously balancing exploitation and exploration activities. However, the studies of ambidexterity in the context of marketing are still fragmented, and some findings show different effects on firm performance. This research aims to examine the driving factors and consequences of marketing ambidexterity (marketing exploration and exploitation) in Indonesian consumer goods. A single cross-sectional approach with purposive sampling was designed to achieve the objectives. The data were collected from 99 Indonesian consumer goods firms through an offline and online survey and analyzed using SmartPLS 3. The research model evaluates the role of marketing ambidexterity—influenced by market knowledge development, cross-functional marketing capabilities, and perceived task environment—in improving marketing performance. The results reveal that market knowledge development, cross-functional marketing capabilities, and perceived task environment are essential for building marketing ambidexterity. Also, marketing ambidexterity has proven to be a key driver for marketing performance. The study shows the critical role of ambidexterity in the context of marketing and its impact on marketing performance.

中文翻译：

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营销能力是否可以提高营销绩效？印尼消费品的经验证据

摘要在当前日益激烈的市场竞争中，公司需要变得灵活并取得卓越的绩效。乐于助人的组织是既能集中精力又能平衡开发和勘探活动的组织。但是，在市场营销背景下的矛盾性研究仍然是零散的，一些发现表明对公司绩效的影响不同。这项研究旨在检验印尼消费品中营销歧义性（营销探索和开发）的驱动因素和后果。设计了具有目的性采样的单个横截面方法来实现目标。这些数据是通过离线和在线调查从99家印度尼西亚消费品公司收集的，并使用SmartPLS 3进行了分析。该研究模型评估了营销歧义性在提高营销绩效中的作用（受市场知识开发，跨职能营销能力和感知的任务环境的影响）。结果表明，市场知识的发展，跨职能的营销能力和感知的任务环境对于建立营销的灵活性至关重要。同样，市场营销的灵活性被证明是营销绩效的关键驱动力。该研究表明了矛盾性在营销背景下的关键作用及其对营销绩效的影响。和感知的任务环境对于建立营销的灵活性至关重要。同样，市场营销的灵活性被证明是营销绩效的关键驱动力。该研究表明了矛盾性在营销背景下的关键作用及其对营销绩效的影响。和感知的任务环境对于建立营销的灵活性至关重要。而且，市场营销的灵活性被证明是市场营销绩效的关键驱动力。该研究表明了矛盾性在营销背景下的关键作用及其对营销绩效的影响。