Breaking Through: The Ambidextrous Key to Reshaping the Sustainable Marketing Capability of Time-Honored Enterprises

The digital revolution has significantly impacted many Chinese Time-Honored businesses, particularly those slow to adapt to environmental changes, resulting in challenges related to long-term marketing capabilities and declining performance. This study explores the relationship between ambidextrous marketing capabilities and corporate performance. Utilizing a survey involving 91.8% of middle and upper-level managers across 47 Chinese time-honored firms, we construct a research model that demonstrates how the application of ambidextrous marketing capabilities can foster the development of Sustainable marketing capability, which in turn positively influence corporate performance. Sustainable marketing capability mediate the effect of ambidextrous marketing capabilities on corporate performance. Additionally, enhancements in market conditions or legislation may further amplify the impact of Sustainable marketing capability on business performance. In the context of Chinese time-honored firms, these findings offer managerial insights into building Sustainable marketing capability, enhancing performance, and achieving competitive advantages.