IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04717609.html
   My bibliography  Save this paper

Achieving the promise of AI and ML in delivering economic and relational customer value in B2B

Author

Listed:
  • Zoran Latinovic

    (MIT Sloan - Sloan School of Management - MIT - Massachusetts Institute of Technology)

  • Sharmila C. Chatterjee

    (MIT Sloan - Sloan School of Management - MIT - Massachusetts Institute of Technology)

Abstract

Our study sheds light on the potential for the significant role that artificial intelligence (AI) and machine learning (ML) can play in addressing the challenge of information silos both within and across organizations. We propose an organizational process model in which AI would facilitate communication, coordination, and customization, the pillars of value delivery in customer-centric organizations. Our model draws on examples of AI solutions in a variety of B2B contexts, ranging from sales and marketing, to technology, to healthcare, and to education. The model emphasizes the critical role of human capital as embodied in employees and their ever-shifting interaction with organizational culture to ensure the success of AI implementation. Since relationships remain the salient connections that bind organizations on value delivery, humans are and will remain critical to value-added activities and processes – even when those involve AI – underscoring the effect of the human interface on both economic and relational value for customers.

Suggested Citation

  • Zoran Latinovic & Sharmila C. Chatterjee, 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Post-Print hal-04717609, HAL.
    • Handle: RePEc:hal:journl:hal-04717609
    DOI: 10.1016/j.jbusres.2022.01.052
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04717609. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.