Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
AI-Enhanced Marketing Management – Factors Influencing Adoption in SMEs
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Recent developments and hype around artificial intelligence (AI) have arisen as result of two main factors: increase in computational power and data. Although marketing is considered as one of the main business applications within AI today, there is a lack of literature combining the disciplines. Marketing management tools, which utilise AI in supporting decision making are referred to as knowledge-driven marketing management support systems (MMSS). These systems provide besides quantitative analysis, further qualitative facets into marketing management. Despite the willingness of many SMEs to engage with the technology that may foster competitive advantage, many adoption processes fail. The purpose of this thesis is to explore the factors influencing adoption of knowledge-driven MMSS in SMEs in Finland and Sweden.

Qualitative primary data was collected from nine company representatives at top management level in Finnish and Swedish firms. Companies were classified in three categories, providers, adopters and non-adopters of knowledge-driven MMSS.

 

The findings show that there are several factors influencing adoption of knowledge-driven MMSS. The factors were grouped into technological, organizational and environmental factors, based on the TOE framework. Even though SMEs suffer from a lack of resources compared to large companies, this research suggests that they are at the forefront of adopting AI for marketing purposes. Additionally, it was found that the factors affecting adoption are dependent on whether the knowledge-driven MMSS is built in-house or outsourced.

 

This study has contributed to the identified gaps in literature by combining the disciplines of AI, marketing and SMEs, and by exploring the factors behind adoption of knowledge-driven MMSS. The authors of this thesis have the aspiration that the developed post-empirical framework will serve as a guiding tool for top management and marketing managers in SMEs looking to adopt knowledge-driven MMSS into their organizations. 

Place, publisher, year, edition, pages
2018. , p. 70
Keywords [en]
Knowledge-driven MMSS, New Technology Adoption, Artificial Intelligence, Marketing Management, SMEs, Adoption Factors
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39908ISRN: JU-IHH-FÖA-1-20180684OAI: oai:DiVA.org:hj-39908DiVA, id: diva2:1214318
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-06-26 Created: 2018-06-06 Last updated: 2018-06-26Bibliographically approved

Open Access in DiVA

fulltext(1368 kB)99 downloads
File information
File name FULLTEXT01.pdfFile size 1368 kBChecksum SHA-512
68981d7ef079630dfca6d24d4d8894cd0560ce867df269623c80396608431aa785ebef714ae87b50800fb1f29a8d38299081d8b4a52c6a7dd12f2f813e0c2331
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Savola, TommiTuohimaa, TykoBerg, Sebastian
By organisation
Jönköping International Business School
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 99 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 331 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf