Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach
通过挪威三家大型企业的案例，研究企业如何利用人工智能在动态不确定环境中管理B2B营销，识别出动态能力的AI特定微观基础及关键交叉要素。
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, this study draws on the dynamic capabilities view of the firm and specifically on the micro-foundations approach and builds on three selected case studies of large organizations in Norway that use AI for B2B marketing purposes. The study identifies a number of AI-specific micro-foundations of dynamic capabilities, essentially highlighting how organizations can use AI to manage B2B marketing operations in dynamic and uncertain environments. This study also identified several key cross-cutting elements emerging from the data, demonstrating how some key concepts are inter-related and how they affect overall business value.