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The Impact of Strategic Orientation on Organizational Ambidexterity at the Hotels Sector in Jordan

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

The aim of the study was to examine the impact of strategic orientation on organizational ambidexterity. Therefore, it focused on five-star hotels in Jordan. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a random-stratified sample of (215) managers. In total, (193) responses were received including (8) invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained (185) responses suitable to analysis requirements. Structural equation modeling (SEM) was conducted to test hypotheses. The results showed that strategic orientation had a positive impact on organizational ambidexterity. Moreover, the results indicated that the highest impact was for technology orientation. Based on the study results, the researchers recommend hotel managers to develop strategic directions by updating their general strategies to contribute to increasing the market share compared to other competing hotels.

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Author information

Authors and Affiliations

  1. Business and Finance Faculty, World Islamic Science and Education University (WISE), Amman, Jordan

    Sandy Fawzi Al-Barakat

  2. Business and Finance Faculty, World Islamic Science and Education University (WISE), Postal Code 11947, P.O Box 1101, Amman, Jordan

    Sana aNawaf Al-Nsour

  3. Department of Business Administration, School of Business Al Al, Bayt University, P.O.BOX 130040, Mafraq, 25113, Jordan

    Ziad Mohd Ali Smadi

  4. Strategic management, Mafraq, Jordan

    Mohammad Mousa Eldahamsheh

  5. Department of Business Administration, School of Business, Al Al-Bayt University, P.O.BOX 130040, Mafraq, 25113, Jordan

    Sulieman Ibraheem Shelash Al-Hawary

  6. Department of Business Administration-Faculty of Economics and Administrative Sciences, Yarmouk University, P.O Box 566-Zip Code 21163, Irbid, Jordan

    Fuad N. Al-Shaikh

  7. Department of Marketing, School of Business, The University of Jordan, Amman, 11942, Jordan

    Muhammad Turki Alshurideh

  8. Department of Management, College of Business, University of Sharjah, 27272, Sharjah, United Arab Emirates

    Muhammad Turki Alshurideh

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  1. Sandy Fawzi Al-Barakat
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  2. Sana aNawaf Al-Nsour
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  3. Ziad Mohd Ali Smadi
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  4. Mohammad Mousa Eldahamsheh
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  6. Fuad N. Al-Shaikh
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  7. Muhammad Turki Alshurideh
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Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Al-Barakat, S.F. et al. (2023). The Impact of Strategic Orientation on Organizational Ambidexterity at the Hotels Sector in Jordan. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_61

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