عنوان انگلیسی مقاله:
Artificial intelligence (AI) and value co-creation in B2B sales: Activities, actors and resources
ترجمه فارسی عنوان مقاله:
هوش مصنوعی و ایجاد ارزش در فروش B2B: فعالیت ها ، بازیگران و منابع
Sciencedirect - Elsevier - Australasian Marketing Journal (2020)
Jeannette Paschen a , b , ∗, Ulrich Paschen c , b , Erol Pala d , Jan Kietzmann e
Continuous advances in information technologies, such as Artificial intelligence (AI), are opening up new and exciting opportunities for value co-creation between economic actors. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI tech- nology significantly changes human activities and human resources, currently we do not have an ade- quate understanding of how humans and AI technology interact in value co-creation. This is the central phenomenon investigated in this article. Specifically, using Service-Dominant Logic (S-DL) as a lens, this study investigates the activities, roles and resources that are exchanged in AI-enabled value co-creation, using the creation of competitive intelligence as a research context. The analysis suggests that AI-enabled value co-creation processes are complex interactions between human and non-human actors who per- form any of six different roles either jointly or independently. This article contributes to SD-L and pro- vides a deeper understanding of the activities (the ‘how’), the actors (the ‘who’), and the resources (the ‘what’) in AI-enabled value co-creation, thus helping to close an identified gap in the literature.
Keywords: Artificial intelligence | Value c o-creation | Service-dominant logic | Competitive intelligence | Machine learning | B2B marketing, B2B sales resources | Operant resources | Operand resources