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Is There Such A Thing As Too Much Intelligence?: A qualitative study exploring how Born Global e-commerce companies are working towards adopting Artificial Intelligence into their Customer Relationship Management Systems
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to explore the drivers and barriers of adoption of technology such as AI and how it could facilitate an internationalization. The thesis also hopes to explore how Born Global e-commerce companies are working towards an adoption of AI into the companies CRM-system. The model of multiple case study was chosen together with a qualitative method and an abductive approach. This was done by collecting primary data from three different Born Global firms within the e-commerce sector, as well as one CRM expert company, all located in Sweden and active on the international market. Furthermore, the theoretical framework presented Born Global, Technology Adoption, Customer Relationship Management and Artificial Intelligence. With the theoretical framework in mind, the conceptual framework was developed to show how the theories are connected to each other. Thereafter, the empirical findings were first presented and analysed together with theory and the voice of the authors of the thesis. The analysis visualize both similarities and dissimilarities between the empirical findings and the theory presented in the thesis. The final chapter concludes the barriers and drivers that Born Global e-commerce companies faces when adopting AI into their CRM-system. It also explains how AI within CRM could be beneficial as a tool on the Global market, rather than in the actual process of internationalization. To conclude the authors present the fact that companies are not working towards an adoption of AI into their CRM-systems. However, further development within the field is presented as well as theoretical and practical implications. 

Place, publisher, year, edition, pages
2018. , p. 72
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-74865OAI: oai:DiVA.org:lnu-74865DiVA, id: diva2:1212562
Subject / course
Business Administration - Marketing
Educational program
International Business Programme, 180 credits
Presentation
(English)
Supervisors
Examiners
Available from: 2018-06-12 Created: 2018-06-02 Last updated: 2018-06-12Bibliographically approved

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fulltext(1058 kB)94 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf