Rok wydania: 2021
Numer czasopisma: 7
Słowa kluczowe: wartość, marketing, business-to-business, sztuczna inteligencja
Strony: 20-26
Język publikacji: Polski
Wartość oparta na sztucznej inteligencji. Perspektywa marketingu B2B
Grzegorz Leszczyński
Abstrakt
Celem artykułu jest identyfikacja wyzwań, jakie niosą kluczowe technologie gospodarki 4.0: Internet Rzeczy oraz sztuczna inteligencja dla kształtowania wartości dla klientów biznesowych oraz zaproponowanie kierunków badań nad tym zagadnieniem. Artykuł prezentuje przegląd współczesnych koncepcji tworzenia i dostarczania wartości dla klientów biznesowych, następnie przedstawia wartość w kontekście sztucznej inteligencji. Artykuł wskazuje źródła wartości dla klientów biznesowych oraz przedstawia wyzwania dla przedsiębiorstw dotyczące kosztów, dostępu do danych, kompetencji i akceptacji nowej technologii. Zaproponowano także obszary badań, jakie wyłaniają się z dyskusji na temat wartości dla klientów bazującej na sztucznej inteligencji: integracji technologii, wprowadzania inteligentnych agentów do relacji biznesowych oraz kształtowania wartości na platformach B2B.
Bibliografia
Almquist E., Cleghorn J., Sherer L. (2018), The B2B Elements of Value, „Harvard Business Review”, March-April, pp. 1–18. AMA (2017), American Marketing Association, https://www.ama.org/the-definition-of-marketing-what-is-marketing/, access date: 5.08.2021. Anderson J.C., Narus J.A. (1999), Business Market Management: Understanding, Creating and Delivering Value, Prentice Hall. Balaji M.S., Roy S.K. (2017), Value Co-creation with Internet of Things Technology in the Retail Industry, "Journal of Marketing Management", Vol. 33, No. 1–2, pp. 7–31. Balakrishnan T., Chui M., Hall B., Henke N. (2020), The State of AI in 2020, https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/global-survey-the-state-of-ai-in-2020, data dostępu: 5.08.2021 Bohanec M., Robnik-Šikonja M., Borštnar M.K. (2017), Decision-making Framework with Double-loop Learning through Interpretable Black-box Machine Learning Models, „Industrial Management and Data Systems”, Vol. 117, No. 7, pp. 1389–1406. Burström T., Parida V., Lahti, T., Wincent, J. (2021), AI-enabled Business-model Innovation and Transformation in Industrial Ecosystems: A Framework, Model and Outline for Further Research, „Journal of Business Research”, Vol. 127 (April), pp. 85–95. Eggert A., Kleinaltenkamp M., Kashyap V. (2019), Mapping Value in Business Markets: An Integrative Framework, „Industrial Marketing Management”, Vol. 79 (May), pp. 13–20. Elia G., Polimeno G., Solazzo G., Passiante G. (2020), A multi-dimension Framework for Value Creation through Big Data, „Industrial Marketing Management”, Vol. 90, October, pp. 617–632. Gregor, S., Martin, M., Fernandez, W., Stern, S., Vitale, M. (2006), The Transformational Dimension in the Realization of Business Value from Information Technology, „Journal of Strategic Information Systems”, Vol. 15, No. 3, pp. 249–270. Hafke-Dys H., Bręborowicz A., Kleka P., Kociński J., Biniakowski A. (2019), The Accuracy of Lung Auscultation in the Practice of Physicians and Medical Students, „PloS One”, Vol. 14, No. 8, e0220606. Jayashankar P., Johnston W.J., Nilakanta S., Burres R. (2019), Co-creation of Value-in-use through Big Data Technology - a B2B Agricultural Perspective, „Journal of Business and Industrial Marketing”, Vol. 35, No. 3, pp. 508–523. Kaartemo V., Helkkula A. (2018), A Systematic Review of Artificial Intelligence and Robots in Value Co-creation: Current Status and Future Research Avenues, „Journal of Creating Value”, Vol. 4, No. 2, pp. 211–228. Kot M.T., Leszczyński G. (2020), The Concept of Intelligent Agent in Business Interactions: Is Virtual Assistant an Actor or a Boundary Object? „Journal of Business & Industrial Marketing”, Vol. 35, No. 7, pp. 1155–1164. Lapierre J. (2000), Customer‐perceived Value in Industrial Contexts, „Journal of Business and Industrial Marketing”, Vol. 15, No. 2/3, pp. 122–145. Lee I., Lee K. (2015), The Internet of Things (IoT): Applications, Investments, and Challenges for Enterprises, „Business Horizons”, Vol. 58, No. 4, pp. 431–440. Levitt T. (1969), The Marketing Mode: Pathways to Corporate Growth, McGraw-Hill, New York. Liu Y., Zhao X. (2020), Successful Implementation of Value-based Selling: A Value Co-creation and Dynamic Capabilities Perspective, „Journal of Business and Industrial Marketing”, Vol. 36, No. 3, pp. 372–389. Mączyńska E., Okoń-Horodyńska E. (2020), Przedsiębiorstwo i jego otoczenie w obliczu czwartej rewolucji przemysłowej – Wyzwania, szanse i zagrożenia, „Przegląd Organizacji”, Nr. 1, s. 9–21. Maglio P.P., Spohrer J. (2008), Fundamentals of Service Science, „Journal of the Academy of Marketing Science”, Vol. 36, No. 1, pp. 18–20. Mero J., Tarkiainen A., Tobon J. (2020), Effectual and Causal Reasoning in the Adoption of Marketing Automation, „Industrial Marketing Management”, Vol. 86, April, pp. 212–222. Monroe K.B. (1990), Pricing – Making Profitable Decisions, McGraw-Hill. Ostrom A.L., Fotheringham D., Bitner M.J. (2019), Customer Acceptance of AI in Service Encounters: Understanding Antecedents And Consequences, [in:] P. Maglio, C. Kieliszewski, J. Spohrer, K. Lyons, L. Patrício, Y. Sawatani (eds.), Handbook of Service Science Vol. II. Service Science: Research and Innovations in the Service Economy, Springer, Cham, pp. 77–103. Paschen J., Kietzmann J., Kietzmann T.C. (2019), Artificial Intelligence (AI) and its Implications for Market Knowledge in B2B Marketing, „Journal of Business and Industrial Marketing”, Vol. 34, No. 7, pp. 1410–1419. Paschou T., Rapaccini M., Adrodegari F., Saccani N. (2020), Digital Servitization in Manufacturing: A Systematic Literature Review and Research Agenda, „Industrial Marketing Management”, Vol. 89 (August), pp. 278–292. Payne A., Frow P., Eggert A. (2017), The Customer Value Proposition: Evolution, Development, and Application in Marketing, „Journal of the Academy of Marketing Science”, Vol. 45, No. 4, pp. 467–489. Raddats C., Kowalkowski C., Benedettini O., Burton J., Gebauer H. (2019), Servitization: A Contemporary Thematic Review of Four Major Research Streams, „Industrial Marketing Management”, Vol. 83 (November), pp. 207–223. Ritter T., Pedersen C.L. (2020), Digitization Capability and the Digitalization of Business Models in Business-to-business Firms: Past, Present, and Future, „Industrial Marketing Management”, Vol. 86 (April), pp. 180–190. Russell S.J., Norvig P. (2009), Artificial Intelligence: A Modern Approach, Prentice Hall. Sena V., Ozdemir S. (2020), Spillover Effects of Investment in Big Data Analytics in B2B Relationships: What is the Role of Human Capital? „Industrial Marketing Management”, Vol. 86 (April), pp. 77–89. Sparapani T. (2017), How Big Data and Tech Will Improve Agriculture, from Farm to Table, Forbes, 23 March, https://www.forbes.com/sites/timsparapani/2017/03/23/how-big-data-and-tech-will-improve-agriculture-from-farm-to-table/, data dostępu: 5.08.2021 Syam N., Sharma A. (2018), Waiting for a Sales Renaissance in the Fourth Industrial Revolution: Machine Learning and Artificial Intelligence in Sales Research and Practice, „Industrial Marketing Management”, Vol 69 (February), pp. 135–146. Troisi O., Maione G., Grimaldi M., Loia F. (2020), Growth Hacking: Insights on Data-driven Decision-making from Three Firms, „Industrial Marketing Management”, Vol. 90 (October), pp. 538–557. Vargo S.L., Lusch R.F. (2008), From Goods to Service(s): Divergences and Convergences of Logics, „Industrial Marketing Management”, Vol. 37 (May), pp. 254–259. Vendrell-Herrero F., Bustinza O.F., Parry G., Georgantzis N. (2017), Servitization, Digitization and Supply Chain Interdependency, „Industrial Marketing Management”, Vol. 60, January, pp. 69–81. Vlačić B., Corbo L., Costa e Silva S., Dabić M. (2021), The Evolving Role of Artificial Intelligence in Marketing: A Review and Research Agenda, „Journal of Business Research”, Vol. 128, February, pp. 187–203. Zhang H., Xiao Y. (2020), Customer Involvement in Big Data Analytics and its Impact on B2B Innovation, „Industrial Marketing Management”, Vol. 86, April, pp. 99–108.
Publikacje z rocznika