| مشخصات مقاله | |
| ترجمه عنوان مقاله | مذاکره قدرت در زمین رقص تانگو: پذیرش هوش مصنوعی در بازاریابی B2B |
| عنوان انگلیسی مقاله | Power negotiation on the tango dancefloor: The adoption of AI in B2B marketing |
| انتشار | مقاله سال 2021 |
| تعداد صفحات مقاله انگلیسی | 13 صفحه |
| هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
| پایگاه داده | نشریه الزویر |
| نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
| مقاله بیس | این مقاله بیس نمیباشد |
| نمایه (index) | Scopus – Master Journals List – JCR |
| نوع مقاله | ISI |
| فرمت مقاله انگلیسی | |
| ایمپکت فاکتور(IF) |
6.960 در سال 2020 |
| شاخص H_index | 136 در سال 2020 |
| شاخص SJR | 2.022 در سال 2020 |
| شناسه ISSN | 0019-8501 |
| شاخص Quartile (چارک) | Q1 در سال 2020 |
| فرضیه | ندارد |
| مدل مفهومی | ندارد |
| پرسشنامه | ندارد |
| متغیر | دارد |
| رفرنس | دارد |
| رشته های مرتبط | مدیریت، کامپیوتر |
| گرایش های مرتبط | بازاریابی، مدیریت فناوری اطلاعات، مدیریت بازرگانی، هوش مصنوعی |
| نوع ارائه مقاله |
ژورنال |
| مجله | مدیریت بازاریابی صنعتی – Industrial Marketing Management |
| دانشگاه | School of Business, Maynooth University, Maynooth, Ireland |
| کلمات کلیدی | هوش مصنوعی، تامین کنندگان شخص ثالث، قدرت، شبکه خدمات، وابستگی به قدرت، پویایی شبکه |
| کلمات کلیدی انگلیسی | Artificial intelligence – Third-party suppliers – Power – Service network – Power dependence – Network dynamics |
| شناسه دیجیتال – doi |
https://doi.org/10.1016/j.indmarman.2021.11.001 |
| کد محصول | E15867 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Highlights Abstract Keywords Introduction Literature review Method Findings and discussion Discussion Conclusions References |
| بخشی از متن مقاله: |
| ABSTRACT Acknowledging the lack of empirical research on the adoption of AI in B2B marketing and the research gap in studying power from a network perspective, this paper explores how the drivers of AI adoption as marketing solutions affect network actors’ power dynamics. Using data collected through 20 semi-structured interviews with business managers and engineers involved in AI adoption for B2B marketing activities, as well as academic experts in the field of AI, this paper discusses how AI adoption priorities and motives shape the power dynamics amongst the various network actors, including focal firms, AI suppliers and tech giant companies. The findings show that, in the context of AI adoption in B2B, both technology and expertise are key sources of power, and that data creates and perpetuates power negotiations and renegotiations in the network. We envisage this process as the movements on a busy dancefloor where groups of actors are engaged in what we refer to as the Power Tango. This paper contributes to the power dependence theory by showing that, through the adoption process, network actors’ power is exchanged, exercised, counter-balanced and perpetuated, creating fluid network dynamics. Introduction The tango is a direct expression of something that poets have often tried to state in words: the belief that a fight may be a celebration. (Jorge Luis Borges). This article uses the metaphor of a bustling tango dancefloor to represent the power exchanges between focal firms and different types of suppliers when adopting Artificial Intelligence (AI) marketing solutions. AI has advanced many aspects of B2B marketing activities, with scholars predicting that this technology will disrupt marketing theory and practice (Davenport, Guha, Grewal, & Bressgott, 2020; Han et al., 2021). Nevertheless, the adoption of AI does not go without its challenges, as it requires knowledge and expertise to perform to its full potential (Dwivedi et al., 2021; Dwivedi et al., 2021). B2B firms that have not developed the required knowledge or expertise in-house need to rely on AI suppliers to help them deliver better customer service. They also need to increase competitive advantage (Dwivedi, Hughes, et al., 2021; Dwivedi, Ismagilova, et al., 2021; Weigel & Hadwich, 2018), thereby creating a new power dynamic |