EXPLORING THE IMPACT OF ENTREPRENEURIAL MARKETING ON SHARED VALUE CREATION: THE MEDIATING ROLE OF ORGANIZATIONAL AMBIDEXTERITY

In the Kurdistan Region of Iraq, the food and beverage manufacturing industry faces significant challenges in creating shared value, exacerbated by government policies, financial constraints and outdated practices. Entrepreneurial marketing offers a potential solution, but research on its effect in this context is limited, especially concerning its relationship with organizational ambidexterity and shared value creation. This study aims to investigate the effect of entrepreneurial marketing on shared value creation, with organizational ambidexterity acting as a mediating factor. Data was collected from 201 food and beverage factories in the region, representing 61 percent of selected factories and analyzed using IBM SPSS Amos 24. The results demonstrate a strong positive influence of entrepreneurial marketing on shared value creation and highlight the partial mediating role of organizational ambidexterity in balancing exploration and exploitation. These findings underscore the importance of organizational ambidexterity in shaping shared value in the Kurdistan Region’s food and beverage sector.