Exploring the impact of AI competencies, B2B marketing capabilities and disruptive innovation on marketing performance: The mediating role of growth hacking
Purpose – This study explores the relationships between AI competencies, B2B marketing capabilities, disruptive innovation, on marketing performance. It also investigates the mediating role of growth hacking in these relationships. Design/methodology/approach – A quantitative approach was employed,...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Indonesia
2025-07-01
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| Series: | Jurnal Siasat Bisnis |
| Subjects: | |
| Online Access: | https://journal.uii.ac.id/JSB/article/view/39756 |
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