Frontline ambidexterity: a systematic review and future research agenda

Abstract

Ambidexterity in a business context has focused primarily on how organizations can strategically coordinate multiple, often competing tasks. Within the marketing function, ambidexterity has centered specifically on how frontline employees can best coordinate sales and service activities manifesting at the frontline. This paper systematically reviews the frontline literature to provide a framework that encompasses and reconciles the many forms of ambidexterity that arise at the frontline interface. This work identifies critical areas for future research to better unify the field, allowing for an inclusive understanding of frontline ambidexterity that encompasses any firm or firm representative involvement in the multiple routine and non-routine demands that emerge within a dynamic frontline interface. Notably, this review suggests a nuanced perspective of frontline ambidexterity, including three distinct forms that are labeled dueling, holistic, and synergistic ambidexterity. Thus, the objectives are to (1) assess the current state of the literature pertaining to a broader understanding of frontline ambidexterity, (2) identify classifications of frontline ambidexterity interactions that allow us to better understand the status of our knowledge base, and (3) critically evaluate this understanding to identify gaps and provide insights regarding extensive directions for future research in this domain.