Multidexterity in customer relationship management: Managerial implications and a research agenda

Abstract

Based on the many contributions covering business-to-business relationship management found in the pages of Industrial Marketing Management and other prominent journals within the field of business market management, we suggest framing the managerial challenge of customer relationship management in terms of multidexterity, i.e., the simultaneous management of (potentially) competing agendas. We build our arguments on the extant literature about ambidexterity, and we explore the existence of multidexterity in customer relationship management as well as the managerial implications of multidexterity. In addition, we develop a research agenda for deriving additional insights about customer relationship management.