Keywords: Organizational learning theory
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Journal Articles
Journal Articles
Journal Articles
Journal of Business & Industrial Marketing (2022) 37 (5): 1025–1044.
Published: 17 September 2021
..., cost reductions and risk reductions. Based on information processing theory and organizational learning theory (OLT), an integrated conceptual framework is developed to explain the relationship between each construct of AI adoption in B2B marketing. Originality/value This study is the first...

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