Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Augmenting Effects Of Artificial Intelligence On Marketing Performance, Jing Chen
The Augmenting Effects Of Artificial Intelligence On Marketing Performance, Jing Chen
Open Access Theses & Dissertations
This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, …