Multidexterity in Customer Relationship Management: Managerial Implications and a Research Agenda

Thomas Ritter, Jens Geersbro

Research output: Contribution to journalJournal articleResearchpeer-review


Based on the many contributions covering business-to-business relationship management found in the pages of Industrial Marketing Management and other prominent journals within the field of business market management, we suggest framing the managerial challenge of customer relationship management in terms of multidexterity, i.e., the simultaneous management of (potentially) competing agendas. We build our arguments on the extant literature about ambidexterity, and we explore the existence of multidexterity in customer relationship management as well as the managerial implications of multidexterity. In addition, we develop a research agenda for deriving additional insights about customer relationship management.
Original languageEnglish
JournalIndustrial Marketing Management
Pages (from-to)74-79
Number of pages6
Publication statusPublished - Feb 2018


  • Ambidexterity
  • Multidexterity
  • Relationship management
  • Research agenda

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