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Marketing AI in B2B relationships from an attentional perspective : A qualitative multiple case study on marketing managers from manufacturing and IT industries

Purpose: To explore the influence of marketing AI on marketing managers' attention allocation to leverage customer relationships in different business-to-business contexts. Method: Abductive approach and multiple case study, data collection was made by qualitative semi-structured interviews and secondary data collection. Conclusion: The study identified both similarities and differences within three main categories across two industrial clusters where marketing AI effect marketing managers’ attention allocation in B2B relationships. Marketing AI is shown to affect B2B relationships through marketing managers’ attentional selection towards efficiencies and/or new opportunities. Marketing AI is shown to influence marketing managers’ attention allocation by distorting the focus of attention on relational dynamics by introducing automated or augmented marketing AI solutions into the relationship.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-58380
Date January 2022
CreatorsAyad El Alam, Oussama, Kumlin, Peter
PublisherMälardalens universitet, Akademin för ekonomi, samhälle och teknik
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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