IMPACT OF AMB？DEXTROUS MARKET？NG ON MARKET AND NONF？NANC？AL PEFORMANCE IND？CATORS V？A SUSTA？NABLE COMPET？T？VE ADVANTAGE: A STUDY ON INFORMAT？ON TECHNOLOGY SECTOR

In this research, impact of ambidextrous marketing on market and non-financial peformance indicators via sustainable competitive advantage is revealed using Structural Equation Model (SEM). As research universe, Small and Medium-Sized Enterprises (SME) operating in information technology in Turkey have been selected. 392 usable questionnaires were obtained. According to the results of the model; marketing exploitation has positive effect on non-financial performance indicators via market performance. Marketing exploration has positive effect on market and non-financial performance indicators via sustainable competitive advantage