Investigating the Role of Strategic Orientation and Industry 4.0 Readiness on Organizational Ambidexterity

The advancement of technology and the competitive environment have forced organizations to simultaneously exploit current products and services and continuously discover the best (organizational ambidexterity), in order to succeed in the new industrial age (fourth). Meanwhile, strategic orientation is considered a basis for the organization's actions and a tool for realizing its goals. Therefore, the current research has been carried out to investigate the role of strategic orientation (market orientation and entrepreneurial orientation) as well as industry 4.0 readiness in organizational ambidexterity in the branches of Alborz Insurance Company. The data was collected using a questionnaire, the reliability of which was confirmed using Cronbach's alpha coefficient, and its composite reliability and validity were confirmed by face validity and convergent validity. Data analysis has been done with the help of structural equation modeling and Smart PLS software. The results of the research hypotheses indicate that market orientation, entrepreneurial orientation, and industry 4.0 readiness have a significant positive effect on organizational ambidexterity. As a result, managers are advised to enhance organizational ambidexterity by analyzing customer needs (market orientation), modifying processes, actively using market opportunities (entrepreneurial orientation), and developing emerging technologies (industry 4.0 readiness).