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Keywords: Generative AI
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Journal Articles
Journal of Business & Industrial Marketing (2026) 41 (13): 103–119.
Published: 19 March 2026
... derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Artificial intelligence Generative AI Reasoning AI Human...
Journal Articles
The impact of generative AI technology on B2B sales process and performance: an empirical study
Available to Purchase
Journal of Business & Industrial Marketing (2025) 40 (10): 2013–2027.
Published: 09 October 2025
...Michael Rodriguez; Dawn R. Deeter-Schmelz; Michael T. Krush Purpose This paper aims to address the research gap in the use of Generative AI (GenAI) technology by empirically testing a model that explores the effects of upper management support and technology self-efficacy on GenAI technology use...
Journal Articles
Role of generative AI-enabled customer relationship management solutions in achieving agility
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Journal of Business & Industrial Marketing (2025) 40 (8): 1593–1614.
Published: 12 August 2025
...Aman Kumar; Amit Shankar Purpose This study aims to explore the factors influencing organizational adoption of Generative AI-enabled customer relationship management (CRM) systems. Design/methodology/approach A multi-study research design has been used to fulfil the study’s objectives. First...
