Abstract:

As proposed by the paradox theory, companies are forced to deal with different pressures influencing their performance. Based on that assumption, the ambidexterity concept was proposed as an approach to simultaneously resolve the exploitation vs. exploration paradox. Analyzing the research results, we may confirm that those tensions are extremely important in creative industry where the pressure on fostering creativeness and, at the same time, optimizing the economic outcome is crucial. On the other hand, that creativeness (based on knowledge absorption) is strongly influenced by networking skills – either internal, or external. Therefore, based on the literature review and database search, we proposed perceiving networking as an approach enabling the combination of the tensions mentioned and, which in that way, manifests ambidexterity.