AI-Based Innovation in B2B Marketing: An Interdisciplinary Framework Incorporating Academic and Practitioner Perspectives

Artificial intelligence (AI) rests at the frontier of technology, service, and industry. AI research is helping to reconfigure innovative businesses in the consumer marketplace. This paper addresses existing literature on AI and presents an emergent B2B marketing framework for AI innovation as a cycle of the critical elements identified in cross-functional studies that represent both academic and practitioner strategic orientations. We contextualize the prevalence of AI-based innovation themes by utilizing bibliometric and semantic content analysis methods across two studies and drawing data from two distinct sources, academics, and industry practitioners. Our findings reveal four key analytical components: (1) IT tools and resource environment, (2) innovative actors and agents, (3) marketing knowledge and innovation, and (4) communications and exchange relationships. The academic literature and industry material analyzed in our studies imply that as markets integrate AI technology into their offerings and services, a governing opportunity to better foster and encourage mutually beneficial co-creation in the AI innovation process emerges

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe

The Importance of High-Quality Data and Analytics During the Pandemic

Let them eat cake! During the COVID-19 pandemic, vast amounts of bread might be stuck on the supply chain or be thrown away to pigs. Actually, multiple pigs end up being thrown away, just like thousands of gallons of milk, eggs, and vegetables left to rot on the fields. During this unfortunate wastage caused by the pandemic, grocery stores still experience shortages (Newman and Bunge 2020; Yaffe-Bellany and Corkery 2020). Even though it has been exacerbated and enhanced by the epidemic, this logistics and supply chain crisis has been a long time in the making, as is noted by both business researchers and practitioners. Centralization of supply chain operations and information, lack of data integration and aggregation, and societal, regulatory and systemic constraints have all led to food wastage and supply chain issues in the industry (Gruber et al. 2016; Shanker and Mulvany 2018)

The internet of everything: implications of marketing analytics from a consumer policy perspective

International audiencePurpose : The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.Design/methodology/approach : Qualitative research methods are used across privacy statements and consumer social media data to determine factors of concern for business and consumers.Findings : The qualitative analysis of privacy statements and consumer social media data unveils factors of concern that are common for businesses and consumers, such as user consent and data security, as well as problems specific to the IoE, including the use of mobile devices and various service providers. The study also shows a differentiation in the levels of information privacy concerns for marketing practice, the use of personal information, sharing information with third parties and consumer consent and agreement to critical terms.Practical implications :Recommendations for policymakers, practitioners and researchers, especially concerning the need for more studies related to the issues of data security, information privacy and personal information are addressed.Originality/value :There is a need to assess the potential implications that the use of marketing analytics in the IoE can have for marketing policy, governmental regulations and industry self-regulation. The purpose of this research is to perform an exploratory evaluation of the impact of IoE on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework

Application of Optimal Control Theory in Marketing: What Is the Optimal Number of Choices on a Shopping Website?

There have been some recent interests in making websites responsive to the dynamic behavior of users. We present a method for applying the steps of optimal control theory to internet shopping platforms. The information rate is a state variable to maximize and the rate of change in number of options available to the consumer is our control variable to minimize. We apply optimal control theory to identify the optimal number of options. We specify and solve the necessary and sufficient conditions for the optimal control for a class of objective functions, which gives a nonlinear two-point boundary value problem

A Feedback Control Approach to Maintain Consumer Information Load in Online Shopping Environments

The heterogeneity of e-commerce users requires online shopping environments to advance from a simple framework to one that is adaptive. This need results from the negative consequences of user frustration due to information load. We used a feedback control theory based approach to address the online consumer information overload issue in an adaptive manner. To demonstrate the efficacy of this feedback control approach, a design science method evaluated the feedback controller. The main effect was that the dynamic adaptivity did not have to rely on summarizing data for inference to the individual. The proposed feedback control design is therefore a robust and viable option for organizations to incorporate into their online shopping environments to accommodate user variation of information load for e-commerce adaptivity

The Role of Ownership in Managing Interfirm Opportunism: A Dyadic Study

We extend research on transaction cost theory that shows that vertical integration enables firms to protect their investments in exchange relationships better than market mechanisms. However, extant research finds ownership to exacerbate, rather than limit, exchange partner opportunism. Hence, the purpose of this study is to investigate conditions under which ownership can be effective for constraining an exchange partner’s opportunism. Using matched dyadic data for 296 hotel brands, we conduct multi-level hierarchical linear modeling and identify conditions under which common ownership limits hotel opportunism. Findings indicate that ownership can limit hotel opportunism when brand headquarters can easily monitor the hotel’s activities.Dev13_Role_of_ownership.pdf: 46 downloads, before Aug. 1, 2020