摘要：This study aimed to reveal the effect of marketing ambidexterity (exploring opportunities, exploiting opportunities, and marketing flexibility) on improvement of marketing performance in telecom companies in Jordan. A purposeful sample of (45) marketing managers who represent marketing departments in telecom companies was selected, a questionnaire was distributed among them, and 42 valid questionnaires were retrieved and analyzed. The field results provide a strong statistically significant effect (α ≤ 0.05) of the marketing ambidexterity dimensions (exploring opportunities, exploiting opportunities, marketing flexibility) on improvement of marketing performance in telecom companies in Jordan. It also provides a high level of interest of both marketing ambidexterity dimensions practice, and marketing performance improvement in telecom companies in Jordan.
