Keywords: Dynamic capability
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (5): 841–865.
Published: 20 June 2024
...Shameek Mukhopadhyay; Rohit Kumar Singh; Tinu Jain Purpose The paper aims to analyze the potential of artificial intelligence (AI) in enhancing marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with appropriate emphasis on dynamic capabilities (DC). By integrating AI...

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