Artificial Intelligence in Marketing & Sales: Building a model for an Artificial Intelligence roll-out in a B2B multinational corporation

Název práce: Artificial Intelligence in Marketing & Sales: The ABB experience Subtitle: Building a model for technologically driven change management in a B2B multinational corporation
Autor(ka) práce: Edmundo, Ana
Typ práce: Diploma thesis
Vedoucí práce: Brunet-Thornton, Richard
Oponenti práce: Jirsák, Petr
Jazyk práce: English
Abstrakt:
Artificial Intelligence is becoming commonplace. Innovative corporations independently of their size feel the pressure to implement, in their operations, artificial intelligence (AI) systems. Yet insufficient research on how to successfully implement such systems exists. This thesis proposes to fill this gap, answering how can AI be successfully driven, when global teams introduce the change and local teams face the change. The method followed was grounded theory research and the data collection counted with the live experience of 20 individuals from four perspectives: vendors, B2B corporations, consulting implementation partners, and Artificial Intelligence researchers. As a result, the Artificial Intelligence Life Cycle (AILC) framework emerges containing eleven consecutive steps. To understand the global and local interaction the framework is then applied in a tangible ABB case study. This exploratory study aids to reach a new level of understanding on AI by advising best-practices and harmonising the “plug and play” expectations of practitioners.
Klíčová slova: Artificial Intelligence; Marketing and Sales; Organizational Resistance; Change Management
Název práce: Artificial Intelligence in Marketing & Sales: Building a model for an Artificial Intelligence roll-out in a B2B multinational corporation
Autor(ka) práce: Edmundo, Ana
Typ práce: Diplomová práce
Vedoucí práce: Brunet-Thornton, Richard
Oponenti práce: Jirsák, Petr
Jazyk práce: English
Abstrakt:
Artificial Intelligence is becoming commonplace. Innovative corporations independently of their size feel the pressure to implement, in their operations, artificial intelligence (AI) systems. Yet insufficient research on how to successfully implement such systems exists. This thesis proposes to fill this gap, answering how can AI be successfully driven, when global teams introduce the change and local teams face the change. The method followed was grounded theory research and the data collection counted with the live experience of 20 individuals from four perspectives: vendors, B2B corporations, consulting implementation partners, and Artificial Intelligence researchers. As a result, the Artificial Intelligence Life Cycle (AILC) framework emerges containing eleven consecutive steps. To understand the global and local interaction the framework is then applied in a tangible ABB case study. This exploratory study aids to reach a new level of understanding on AI by advising best-practices and harmonising the “plug and play” expectations of practitioners.
Klíčová slova: Organizational Resistance; Artificial Intelligence; Change Management; Marketing and Sales

Informace o studiu

Studijní program / obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra managementu

Informace o odevzdání a obhajobě

Datum zadání práce: 17. 11. 2017
Datum podání práce: 15. 5. 2018
Datum obhajoby: 15. 6. 2018
Identifikátor v systému InSIS: https://insis.vse.cz/zp/63899/podrobnosti

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