نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 کارشناسی ارشد، گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران.
2 دکتری تخصصی مدیریت بازرگانی، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
3 دانشجوی دکتری تخصصی، گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
4 استادیار گروه مدیریت، موسسه آموزش عالی تاکستان، قزوین، ایران.
کلیدواژهها
عنوان مقاله English
نویسندگان English
the purpose of this study was to analyze the role of artificial intelligence in the evolution of b2b strategies and to explain its consequences in small and medium - sized enterprises .this study was applied in terms of purpose and was designed based on a qualitative approach based on دادهبنیاد 's strategy .data were collected through semi - structured interviews with 15 marketing managers , experts of artificial intelligence and sales strategists who had lived experience in applying smart technologies .data analysis was performed in three stages : open , axial and selective coding using MAXQDA software .the results showed that causal factors , including necessity of analysis of large competitive data , change in decision - making patterns of organizational purchasers and pressure to reduce marketing costs have a key role in the beginning of this evolution .contextual factors include digital maturity of the organization and the quality of data infrastructure provide the necessary tools for successful implementation of intelligent marketing , while financial resources limitation , technical complexity and resistance of traditional sales experts act as confounding factors .according to the results , adopting strategies such as deployment of smart metering systems , پیشبینانه analysis and content automation can improve outcomes such as rate of return , loyalty of key customers and reduction of sales cycle .this research presents a systematic framework that helps managers of small firms to gain competitive advantage in industrial markets by understanding complex interactions between artificial intelligence tools and marketing strategies.
کلیدواژهها English
