Author(s): Ehsan Shareef Salih, Haseba Salem Hamad
This article aims to explore the impact of entrepreneurial marketing on organizational ambidexterity in the context of the food and beverage manufacturing sector in the Kurdistan Region of Iraq (KRI). The study focuses on the opinions of top managers and owners of factories in KRI regarding the relationship between entrepreneurial marketing and organizational ambidexterity. A deductive approach and quantitative methodology were employed, utilizing a questionnaire-based survey distributed in multiple languages (Kurdish, Arabic, and English Data was collected from a sample of food and drink factories registered in KRI, based on a total population sampling approach. The initial questionnaire form was validated, and Cronbach's alpha statistics confirmed its reliability. The opinions of top managers and owners were obtained through personal interviews and email correspondence. The data collected were analysed using structural equation modelling. The findings of the study indicate that there is a positive and significant influence of Entrepreneurial Marketing on Organizational Ambidexterity. The results of this study contribute to a deeper understanding of the relationship between entrepreneurial marketing and organizational ambidexterity in the food and beverage sector of the KRI, providing insights that can inform strategic decision-making and enhance organizational performance in this context.