This research is applied in terms of purpose and qualitative in terms of approach. The participant population consisted of academic experts and executives familiar with the fields of organizational culture, strategic marketing, and organizational innovation. Purposive sampling was conducted, and after achieving theoretical saturation, the number of participants reached 15. Data were collected in the field through semi-structured interviews. Data analysis was conducted using theme analysis, and the extracted themes were organized at three levels: cultural artifacts, stated values, and fundamental assumptions.
level of basic underlying assumptions of an ambidextrous culture within a market-oriented culture comprises three overarching themes: competition in the service of innovation (competition as a driver of learning and growth through external challenges), learning-oriented results focus (success as a dynamic process, with learning in the service of performance), and purposeful and directed innovation (creativity aligned with strategy and controlled innovation pathways). The level of espoused values of an ambidextrous culture within a market-oriented culture also includes three overarching themes: innovative efficiency (market-based continuous improvement and a focus on service quality through innovation), sustained success (agility in goal execution and an emphasis on long-term value), and strategic leadership in the market (integrating innovation with performance, leaders as opportunity navigators, and a focus on data-driven decision-making). Finally, the level of artifacts and symbols of an ambidextrous culture within a market-oriented culture encompasses three overarching themes: competitive–creative structures (market-oriented innovation teams and hybrid performance evaluation systems), rituals of success and learning (competitions and idea festivals, and reflection on market experiences),