Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective
SINTEF · University of Ljubljana · +6 more institutions
Abstract
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…
Citation impact
- FWCI
- 62.74
- Percentile
- 100%
- References
- 75
Authors
5- PMPatrick Mikalef
SINTEF, University of Ljubljana, SINTEF Digital, Norwegian University of Science and Technology
- ANA.K.M. Najmul Islam
Lappeenranta-Lahti University of Technology
- VPVinit ParidaCorresponding
University of Vaasa, Luleå University of Technology
- HSHarkamaljit Singh
Norwegian University of Science and Technology
- ΝAΝajwa Altwaijry
King Saud University
Topics & keywords
- Structural equation modeling
- Knowledge management
- Market intelligence
- Software deployment
- Marketing
- Business
- Organizational performance
- Perspective (graphical)