Working Paper

No Silver Bullet with AI: Blending in Firm Culture and Capabilities with AI Marketing Investment for Enhancing Firm Performance

Jifeng Mu, Jonathan Z. Zhang, and David Gilliland

Apr 2, 2020


Employs large-scale data from more than 9,000 companies in the U.S. and China over four years to investigate (1) how AI marketing investment affects firm performance, (2) which mechanisms enable those effects, and (3) which factors moderate those effects.

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