Template-Type: ReDIF-Article 1.0
Author-Name: Krystyna Jarek
Author-Name: Grzegorz Mazurek
Title: Marketing and Artificial Intelligence
Abstract: In recent years, artificial intelligence (AI) has become an emerging trend in different fields: science, business, medicine, automotive and education. AI has also reached marketing. The aim of the paper is to research how deeply AI is applied in marketing and what implications there are for marketing practitioners. Authors stated two research questions - which areas of AI are used in marketing and what implications AI delivers for marketing managers. To answer those questions, the authors conducted research on secondary data with AI examples used for marketing purpose. The analysis of gathered examples shows that AI is widely introduced into the marketing field, though the applications are at the operational level. This may be the effect of careful implementation of the new technology, still at the level of experimenting with it. The uncertainty of the outcome of AI implementation may affect the caution in putting these innovations into practice as well. Gathered examples proved that AI influences all aspects of marketing mix impacting both consumer value delivery as well as the marketing organization and management. The paper delivers implications for business, especially ideas about implementing AI into marketing, designing innovations and the ideas on how to incorporate new skills into marketing team required by the new technology.
Keywords: artificial intelligence, AI marketing, AI application, AI implications, AI in Marketing
Classification-JEL: M15, M31
Pages: 46-55
Volume: 2019
Issue: 2
Year: 2019
File-URL: http://www.vse.cz/cebr/download.php?jnl=cebr&pdf=213.pdf
File-URL: http://www.vse.cz/cebr/213
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Handle: RePEc:prg:jnlcbr:v:2019:y:2019:i:2:id:213:p:46-55
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Template-Type: ReDIF-Article 1.0
Author-Name: Milomir Vojvodic
Author-Name: Christian Hitz
Title: Governance Team Leadership and Business User Participation - Organizational Practices for Innovative Customer Engagement in Data Compliance Project
Abstract: The study examines the relationship between the governance program teams, business user participation, and innovation in data compliance projects. Many firms continue to struggle with their governance programs as its effective implementation requires organizational change and a higher rate of involvement of those with significant knowledge of the context of the system use. Leadership elements are observed in governance teams and the way how these elements impact both, participation and innovation in recent General Data Protection Regulation (GDPR) data compliance efforts.  To test the hypotheses, a quantitative method with Structural Equation Modelling and Partial Least Squares (PLS) in SmartPLS tool are used. The empirical data are collected from 98 data management professionals involved in projects associated with customers’ data in larger organizations across European Union (EU).  Research findings show that Governance Team Leadership (GTL) influence positively Line-of-Business Stakeholders Participation (LOBSP) and LOBSP influence positively Data Compliance Innovation (DCI) in GDPR efforts. Moreover, it shows that LOBSP is the underlying mechanism (mediator) of the relationship GTL and DCI. Data governance transfers data and information management towards managerial functions and strategic management. Data has become embedded within nearly every department and business unit, and its proper enterprise-wide governance requires much more rigorous alignment with business users and formation of one cross-functional unit - data stewardship team of proactive leaders. In opportunities and restrictions of data revolution underway, evidence of any sustainable organizational practices leading to innovations and competitive advantage is beneficial.
Keywords: innovation, leadership, data compliance, data governance
Classification-JEL: M15, M21
Pages: 15-45
Volume: 2019
Issue: 2
Year: 2019
File-URL: http://www.vse.cz/cebr/download.php?jnl=cebr&pdf=214.pdf
File-URL: http://www.vse.cz/cebr/214
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Handle: RePEc:prg:jnlcbr:v:2019:y:2019:i:2:id:214:p:15-45
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