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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-58380 |
| Date | January 2022 |
| Creators | Ayad El Alam, Oussama, Kumlin, Peter |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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