Han, Runyue; Lam, Hugo K.S.; Zhan, Yuanzhu; Wang, Yichuan; … - In: Industrial Management & Data Systems 121 (2021) 12, pp. 2467-2497
Purpose: Although the value of artificial intelligence (AI) has been acknowledged by companies, the literature shows challenges concerning AI-enabled business-to-business (B2B) marketing innovation, as well as the diversity of roles AI can play in this regard. Accordingly, this study...