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Mishra et al. (2022). Artificial intelligence focus and firm performance.…
Mishra et al. (2022). Artificial intelligence focus and firm performance. Journal of the Academy of Marketing Science.
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Guiding Framework
H2: Increase in AI focus will be positively associated with return on sales (net income per $ of sales)
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H4: Increase in AI focus will be positively associated with net operating efficiency (net profit per employee)
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H1: Increase in AI focus will be negatively associated with gross operating efficiency (sales per employee)
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H3: Increase in AI focus will be associated with return on marketing-related investment (net income per $ of marketing investment)
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