Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach

Volume: 98, Pages: 80 - 92
Published: Oct 1, 2021
Abstract
Over the past few decades research has predominantly focused on the technical aspects and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the increase in processing power, businesses are now facing the challenge of how to deploy AI that generates business value. In this direction, there is still nascent research on how AI can be leveraged in for B2B operations, and particularly marketing. To address this gap,...
Paper Details
Title
Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach
Published Date
Oct 1, 2021
Volume
98
Pages
80 - 92
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