...–Opportunity–Ability ( MOA ) framework as a theoretical lens, this research conceptualizes AI adoption as contingent upon motivational readiness, access to enabling opportunities and perceived ability to use AI tools. Furthermore, customer-oriented value and organizational growth mindset are introduced...

... extensive marketing strategies in their startup valuation and whether the marketing mix planning and early strategies on customer orientation predict long-term development of startups. Design/methodology/approach To address these gaps, this study investigate 107 business plans of new ventures which...