Business-to-business digitalization, artificial intelligence, and social action

被引：7

作者：

Johnston, Wesley J. ^{[1
]}

Cortez, Roberto Mora ^{[2
]}

机构：

[1] Georgia State Univ, Atlanta, GA 30302 USA

[2] Southern Denmark Univ, Kolding, Denmark

来源：

JOURNAL OF BUSINESS RESEARCH | 2024年 / 172卷

关键词：

RESPONSIBILITY CSR;

D O I：

10.1016/j.jbusres.2023.113952

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Digitalization, artificial intelligence (AI), and social action are critical concepts in business-to-business (B2B) marketing. In this article, we provide a conceptual overview of these subjects and delineate research questions for scholarly consideration. These subjects are changing the marketing concept both as concept and function, which entail the transformation of the role of marketers. Integrating digitalization, AI, and social action is expected to pave the road for significant B2B marketing advancement in the uncertain future ahead.

引用

收藏

页数：5

相关论文

共 21 条

[11] Beyond the platform: Social media as a multi-faceted resource in value creation for entrepreneurial firms in a collaborative network [J].

Drummond, Conor ;

McGrath, Helen ;

O'Toole, Thomas .

JOURNAL OF BUSINESS RESEARCH, 2023, 158

[12] How do corporate social responsibility (CSR) and innovativeness increase financial gains? A customer perspective analysis [J].

Ghanbarpour, Tohid ;

Gustafsson, Anders .

JOURNAL OF BUSINESS RESEARCH, 2022, 140 :471-481

[13] Stakeholder marketing: theoretical foundations and required capabilities [J].

Hillebrand, Bas ;

Driessen, Paul H. ;

Koll, Oliver .

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2015, 43 (04) :411-428

[14] Digitalizing customer journeys in B2B markets [J].

Lundin, Lisa ;

Kindstrom, Daniel .

JOURNAL OF BUSINESS RESEARCH, 2023, 157

[15] The impact of digital technology on relationships in a business network [J].

Pagani, Margherita ;

Pardo, Catherine .

INDUSTRIAL MARKETING MANAGEMENT, 2017, 67 :185-192

[16] Value of corporate social responsibility for multiple stakeholders and social impact-Relationship marketing perspective [J].

Pfajfar, Gregor ;

Shoham, Aviv ;

Malecka, Agnieszka ;

Zalaznik, Maja .

JOURNAL OF BUSINESS RESEARCH, 2022, 143 :46-61

[17] Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance [J].

Rahman, Muhammad Sabbir ;

Bag, Surajit ;

Gupta, Shivam ;

Sivarajah, Uthayasankar .

JOURNAL OF BUSINESS RESEARCH, 2023, 156

[18] What is augmented reality marketing? Its definition, complexity, and future [J].

Rauschnabel, Philipp A. ;

Babin, Barry J. ;

Dieck, M. Claudia Tom ;

Krey, Nina ;

Jung, Timothy .

JOURNAL OF BUSINESS RESEARCH, 2022, 142 :1140-1150

[19] Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future [J].

Ritter, Thomas ;

Pedersen, Carsten Lund .

INDUSTRIAL MARKETING MANAGEMENT, 2020, 86 :180-190

[20] Value (co-)creation in B2B sales ecosystems [J].

Rusthollkarhu, Sami ;

Hautamaki, Pia ;

Aarikka-Stenroos, Leena .

JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2021, 36 (04) :590-598