This paper reviews and synthesizes the research on how creative industry organizations (CIOs) achieve alignment ambidexterity and adaptability ambidexterity. This survey highlights the dominance of the contextual approach among CIOs, which arises through practices and processes of internal orientation and external engagement. The survey suggests promising areas for future research in clarifying the contingency factors through which various ambidexterity solutions are adopted in CIOs. These contingency factors include different forms of ambidexterity, concerns about paradoxical tensions, and industrial characteristics. These findings have useful implications for other economic sectors. The paper argues for an enriched ambidexterity research agenda in which creative industries deserve greater attention.
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