Ambidextrous selling: a systematic review and synthesis of theories, themes, and methodologies

Since its inception in the field of organizational learning, ambidexterity has now evolved as a ubiquitous phenomenon, permeating all functional units of an organization. Over the last several years, the investigation of ambidexterity in personal selling and sales management has gained much scholarly attention. This paper aims to conduct a systematic review and synthesize the literature on ambidextrous selling. In doing so, we begin with defining ambidexterity at both organizational and individual levels and delineate the interplay between them. Then, we present and discuss key theories that underpin ambidextrous selling, followed by an in-depth analysis of different themes related to selling ambidexterity. Next, we outline the methodological advancements in ambidextrous selling research. The paper concludes by synthesizing different dimensions of ambidextrous selling as interrelated and overlapping activities that salespeople perform in their daily routines.