Castro, JoãoReiff, Lutz Leonard2025-04-022025-04-022025-01-152025-01-15http://hdl.handle.net/10362/181837This study examines ambidexterity as a critical component of corporate strategy, analyzing how Amazon and Philips employed contrasting approaches to balance exploration and exploitation. Amazon’s continuous innovation and internal resource synergies led to consistent growth, while Philips’ radical transformation relied on divestments and acquisitions, with limited short term returns. The study also explores Generative AI as an enabler of ambidexterity, enhancing resource allocation, organizational adaptability and strategic scope. Using the "Corporate Strategy Triangle," we create new perspectives on strategic ambidexterity. Therefore, our research offers actionable insights and highlights opportunities for further exploration of ambidextrous strategies and AI integration.engStrategic ambidexterityOrganizationPerformanceTransformationInnovationExploitExploreGenerative AImaster thesis203925874