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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Harju, Lotta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Viertamo, Veera", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-10T16:11:59Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-10T16:11:59Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103351", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "This thesis explores how artificial intelligence (AI) enhances marketing agility (MA) in Finnish business-to-business (B2B) organizations. As dynamic markets and increasing data complexity challenge traditional marketing approaches, agility has emerged as a critical capability. Marketing agility refers to a firm\u2019s ability to sense changes, respond rapidly, iterate continuously, and make data-driven decisions. Despite growing interest in AI, its specific role in supporting these agility dimensions in B2B settings remains under-researched.\n\nTo address this gap, the study adopts a qualitative field research design, drawing on nine semi-structured interviews with marketing professionals from large Finnish B2B firms across various industries. The findings show that AI contributes most significantly to speed and sensemaking, enabling faster content creation, deeper customer insights, and more efficient campaign execution. Its role in iteration and decision-making is also changing, though still constrained by organizational barriers such as skill gaps, fragmented data systems, and cultural resistance.\n\nThe study develops a practical framework illustrating how AI technologies interact with the four core dimensions of marketing agility. Furthermore, it identifies key barriers that inhibit AI\u2019s integration and scalability. The results highlight that while AI can support agile marketing practices, its impact is highly context-dependent and shaped by internal capabilities, leadership, and strategic alignment.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Pro gradu -tutkielmamme tarkastelee, miten teko\u00e4ly (artificial intelligence, AI) voi tukea markkinoinnin ketteryytt\u00e4 (marketing agility, MA) suomalaisissa B2B-yrityksiss\u00e4. Ketteryys on noussut keskeiseksi kyvykkyydeksi nopeasti muuttuvissa liiketoimintaymp\u00e4rist\u00f6iss\u00e4, joissa vaaditaan jatkuvaa markkinatiedon tulkintaa, nopeaa reagointia, jatkuvaa kehityst\u00e4 ja datal\u00e4ht\u00f6ist\u00e4 p\u00e4\u00e4t\u00f6ksentekoa. Vaikka kiinnostus teko\u00e4lyyn kasvaa, sen konkreettinen rooli markkinoinnin ketteryyden tukemisessa B2B-kontekstissa on edelleen puutteellisesti tutkittu.\n\nTutkimus toteutettiin laadullisena kentt\u00e4tutkimuksena, ja sen aineisto koostuu yhdeks\u00e4st\u00e4 puolistrukturoidusta haastattelusta suurten suomalaisten B2B-yritysten markkinoinnin asiantuntijoiden kanssa. Tulokset osoittavat, ett\u00e4 teko\u00e4ly edist\u00e4\u00e4 erityisesti nopeutta ja ymm\u00e4rryksen rakentamista, kuten syv\u00e4llisemp\u00e4\u00e4 asiakasymm\u00e4rryst\u00e4 ja tehokkaampaa sis\u00e4ll\u00f6ntuotantoa. Sen rooli iteroinnissa ja p\u00e4\u00e4t\u00f6ksenteossa on kasvussa, mutta kehityst\u00e4 hidastavat organisatoriset esteet, kuten osaamisvajeet, hajanaiset dataratkaisut ja muutosvastarinta.\n\nTutkimuksen tuloksena kehitettiin k\u00e4yt\u00e4nn\u00f6n viitekehys, joka kuvaa teko\u00e4lyn vaikutuksia markkinoinnin ketteryyden nelj\u00e4\u00e4n osa-alueeseen. Lis\u00e4ksi tunnistettiin keskeisi\u00e4 esteit\u00e4, jotka rajoittavat teko\u00e4lyn hy\u00f6dynt\u00e4mist\u00e4 ja skaalautuvuutta. Tulokset korostavat, ett\u00e4 teko\u00e4lyn vaikutukset ketter\u00e4\u00e4n markkinoin-tiin ovat kontekstisidonnaisia ja riippuvat organisaation sis\u00e4isist\u00e4 kyvykkyyksist\u00e4, johtamisesta ja strategisesta suuntautumisesta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-10T16:11:59Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-10T16:11:59Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "73", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The Role of Artificial Intelligence in Finnish B2B Marketing Agility", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506105151", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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