Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective

نویسندگان

چکیده

The deployment of Artificial Intelligence (AI) has been accelerating in several fields over the past few years, with much focus placed on its potential Business-to-Business (B2B) marketing. Early reports highlight promising benefits AI B2B marketing such as offering important insights into customer behaviors, identifying critical market insight, and streamlining operational inefficiencies. Nevertheless, there is a lack understanding concerning how organizations should structure their competencies for marketing, these ultimately influence organizational performance. Drawing literature, this study develops conceptual research model that explores effect have capabilities, turn proposed tested using 155 survey responses from European companies analyzed partial least squares structural equation modeling. results mechanisms through which well later impact

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ژورنال

عنوان ژورنال: Journal of Business Research

سال: 2023

ISSN: ['1873-7978', '0148-2963']

DOI: https://doi.org/10.1016/j.jbusres.2023.113998