Anjala Krishen (Marketing and International Business) recently published an article titled "AI-based innovation in B2B marketing: An interdisciplinary framework incorporating academic and practitioner perspectives," with co-authors Maria Petrescu (Embry-Riddle Aeronautical University), Sheen Kachen (University of Illinois at Chicago), and John T. Gironda (Nova Southeastern University) in Industrial Marketing Management.
The paper addresses existing literature on AI and presents an emergent B2B marketing framework for AI innovation as a cycle of the critical elements identified in cross-functional studies that represent both academic and practitioner strategic orientations.
