Market Orientation and Competitive Advantage: Mediating Role of Strategic Ambidexterity


  • Samuel Musigire Makerere University


Market orientation, strategic ambidexterity, competitive advantage, financial services, Uganda


Formal financial services operating in Uganda, including commercial banks, micro-finance institutions, insurance companies and savings and credit cooperatives have not created and enhanced their competitive advantage. This is because they have concentrated on traditional customers but ignored new customers. Yet, firms operating in a competitive environment ought to have a competitive advantage over other players in the same business in order to survive and succeed. Studies that have been conducted on how competitive advantage can be created and enhanced have mainly focused on the direct relationship between market orientation and competitive advantage, ignoring the mediating role that strategic ambidexterity may have on that relationship. This paper discusses findings and provides theoretical as well as managerial implications.


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Author Biography

Samuel Musigire, Makerere University

Market orientation and competitive advantage: the mediating role of strategic ambidexterity




How to Cite

Musigire, S. (2016). Market Orientation and Competitive Advantage: Mediating Role of Strategic Ambidexterity. Operations Research Society of Eastern Africa, 6(1), 190-219. Retrieved from