engleski

ASSESSING FIRMS’ COMPETITIVENESS AND TECHNOLOGICAL ADVANCEMENT BY APPLYING ARTIFICIAL INTELLIGENCE AS A DIFFERENTIATION STRATEGY - A PROPOSED CONCEPTUAL

Artificial Intelligence (in continuation: AI) as advanced technology possesses a transformational power since it can reshape every aspect of a firms’ operations ranging from business processes, workforce, technical infrastructure, to decision-making, recruiting, communicating, and advertising. Accordingly, executives in companies need to address AI in an informed way and recognize where AI can create differentiating added value and ultimately boost innovation outputs and revenue growth. The question arises, how do firms in catchingup economies can benefit from the AI use in their offerings and efficiency optimization? The accent is on companies operating in limited and highly regulated data access and usage environment. Thus, the purpose of this paper is to conceptualize an analytical model to assess prospects in firms’ competitiveness and technological advancement by applying AI as a differentiation strategy. Results produced by this paper will assist scholars and business practitioners to construct tailored empirical research around the proposed model. Besides, it could offer policymakers a framework to conceptualize and operationalize specifically tailored instruments within national funding policy instruments that are aiming to support the diffusion of the AI within corresponding ecosystems.

artificial intelligence, strategic differentiation, firms' competitiveness

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