Abstract: This study aimed to reveal the effect of marketing ambidexterity (exploring opportunities, exploiting
opportunities, and marketing flexibility) on improvement of marketing performance in telecom
companies in Jordan. A purposeful sample of (45) marketing managers who represent marketing
departments in telecom companies was selected, a questionnaire was distributed among them, and
42 valid questionnaires were retrieved and analyzed. The field results provide a strong statistically
significant effect (α ≤ 0.05) of the marketing ambidexterity dimensions (exploring opportunities,
exploiting opportunities, marketing flexibility) on improvement of marketing performance in telecom
companies in Jordan. It also provides a high level of interest of both marketing ambidexterity
dimensions practice, and marketing performance improvement in telecom companies in Jordan.