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Artificial intellig...
Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective
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- Mikalef, Patrick (författare)
- Department of Computer Science, Norwegian University of Science and Technology, Sem Sælandsvei 9, 7034 Trondheim, Norway; Department of Technology Management, SINTEF Digital, S.P. Andersens Veg 3, 7031 Trondheim, Norway; School of Economics and Business, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia
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- Islam, Najmul (författare)
- LUT School of Engineering Science, Yliopistonkatu 34, 53850 Lappeenranta, Finland
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- Parida, Vinit (författare)
- Luleå tekniska universitet,Industriell ekonomi,Department of Management, University of Vaasa, Finland
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- Singh, Harkamaljit (författare)
- Department of Computer Science, Norwegian University of Science and Technology, Sem Sælandsvei 9, 7034 Trondheim, Norway
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- Altwaijry, Najwa (författare)
- Department of Computer Science, College of Computer and Information Sciences, King Saud University, Riyadh 12372, Saudi Arabia
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Department of Computer Science, Norwegian University of Science and Technology, Sem Sælandsvei 9, 7034 Trondheim, Norway; Department of Technology Management, SINTEF Digital, SP. Andersens Veg 3, 7031 Trondheim, Norway; School of Economics and Business, University of Ljubljana, Kardeljeva ploščad 17, 1000 Ljubljana, Slovenia LUT School of Engineering Science, Yliopistonkatu 34, 53850 Lappeenranta, Finland (creator_code:org_t)
- Elsevier, 2023
- 2023
- Engelska.
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Ingår i: Journal of Business Research. - : Elsevier. - 0148-2963 .- 1873-7978. ; 164
- Relaterad länk:
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https://doi.org/10.1...
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https://ltu.diva-por... (primary) (Raw object)
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- The deployment of Artificial Intelligence (AI) has been accelerating in several fields over the past few years, with much focus placed on its potential in Business-to-Business (B2B) marketing. Early reports highlight promising benefits of AI in B2B marketing such as offering important insights into customer behaviors, identifying critical market insight, and streamlining operational inefficiencies. Nevertheless, there is a lack of understanding concerning how organizations should structure their AI competencies for B2B marketing, and how these ultimately influence organizational performance. Drawing on AI competencies and B2B marketing literature, this study develops a conceptual research model that explores the effect that AI competencies have on B2B marketing capabilities, and in turn on organizational performance. The proposed research model is tested using 155 survey responses from European companies and analyzed using partial least squares structural equation modeling. The results highlight the mechanisms through which AI competencies influence B2B marketing capabilities, as well as how the later impact organizational performance.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- AI competencies
- Artificial intelligence
- B2B marketing
- Core competencies theory
- Entreprenörskap och innovation
- Entrepreneurship and Innovation
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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