TY - JOUR
T1 - Digital transformation of organization using AI-CRM
T2 - From microfoundational perspective with leadership support
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
AU - Jabeen, Fauzia
N1 - Publisher Copyright:
© 2022 Elsevier Inc.
PY - 2022/12
Y1 - 2022/12
N2 - Business firms are increasingly innovating their traditional business model to a technology-enabled digitalized model for their sustainability in the competitive market. Firms have already felt the necessity to embark on a digital transformation journey to sustain themselves. However, specific capabilities at the microfoundation level are needed for successfully exploiting this paradigm shift towards digital transformation. In the digital transformation journey, specific digital skills and capabilities at the microfoundational level are essential to achieve success. The psychological foundations of the employees should be aligned in favor of digitalization to successfully gain competitive advantage. Not many studies are available to understand individual capabilities and skills at the microfoundational level. In this background, the aim of this study is to investigate the role of individual capability at the microfoundational level, including the leadership role along with technology capability like an AI-enabled CRM system, towards digitalization. With the help of RBV theory and status quo bias theory, a theoretical model has been developed which was later validated using SEM technique with data of 341 respondents from different industries. The study finds that there is a significant influence of individuals’ skills and capabilities to embrace the digital transformation journey.
AB - Business firms are increasingly innovating their traditional business model to a technology-enabled digitalized model for their sustainability in the competitive market. Firms have already felt the necessity to embark on a digital transformation journey to sustain themselves. However, specific capabilities at the microfoundation level are needed for successfully exploiting this paradigm shift towards digital transformation. In the digital transformation journey, specific digital skills and capabilities at the microfoundational level are essential to achieve success. The psychological foundations of the employees should be aligned in favor of digitalization to successfully gain competitive advantage. Not many studies are available to understand individual capabilities and skills at the microfoundational level. In this background, the aim of this study is to investigate the role of individual capability at the microfoundational level, including the leadership role along with technology capability like an AI-enabled CRM system, towards digitalization. With the help of RBV theory and status quo bias theory, a theoretical model has been developed which was later validated using SEM technique with data of 341 respondents from different industries. The study finds that there is a significant influence of individuals’ skills and capabilities to embrace the digital transformation journey.
KW - AI-CRM
KW - Digital transformation
KW - Leadership support
KW - Microfoundation
KW - Perceived risk
KW - Resistance to change
UR - http://www.scopus.com/inward/record.url?scp=85135950033&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.08.019
DO - 10.1016/j.jbusres.2022.08.019
M3 - Article
AN - SCOPUS:85135950033
SN - 0148-2963
VL - 153
SP - 46
EP - 58
JO - Journal of Business Research
JF - Journal of Business Research
ER -