Mehta, Prashant, Chakraborty, Debarun, Rana, Nripendra P., Mishra, Anubhav, Khorana, Sangeeta and Kooli, Kaouther (2025). AI-Driven Competitive Advantage: The Role of Personality Traits and Organizational Culture in Key Account Management. Journal of Business and Industrial Marketing, 40 (2), pp. 543-569.
Abstract
PURPOSE: The importance of key account management (KAM) as a management technique in B2B markets has grown in recent years. The success of KAM programmes is highly dependent on the efforts of individual employees, specifically key account managers. Research on KAM at an individual level is important but lacking in the academic domain. This study fills this gap by developing and evaluating a model of key account manager personality traits and how they impact the adoption of AI technologies. The study also depicts the effect of the adoption of AI technologies on competitive advantage and firm performance. DESIGN/METHODOLOGY/APPROACH: The study examines how the adoption of AI technologies impacts firms’ competitive advantage and performance. The study used competitive advantage as a mediator and organizational culture as a moderator. A mixed-method analysis was used to conduct the study. In the first phase, an exploratory study was conducted using interviews with 26 key account managers from the automobile industry and thematic analysis to establish nine constructs. In the second phase, which is a confirmatory study, 496 respondents finally responded to the questionnaire. FINDINGS: All constructs are used for confirmatory analysis and validate the data. Our research shows that key account managers' adoption of AI technologies is influenced significantly by personality traits. Extraversion, agreeableness, conscientiousness, neuroticism, and openness have substantial links to adopting AI technologies, which impacts firms’ competitive advantage and performance. Organizational culture significantly moderates the association between agreeableness and the adoption of AI technologies. PRACTICAL IMPLICATIONS: The findings of this research allow organizations to optimize team composition, customize training programs based on individual traits, and incorporate personality assessments into recruitment processes for streamlined technology adoption and improved competitiveness. Overall, these actions aim to enhance AI integration, driving competitive advantage and client satisfaction. ORIGINALITY/VALUE: This study stands out as one of the limited inquiries examining how the Big Five personality traits of key account managers influence the integration of AI technologies and its resulting impact on company performance. Therefore, this research makes notable contributions to the realms of organizational psychology and technology adoption studies.
Publication DOI: | https://doi.org/10.1108/jbim-03-2024-0205 |
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Divisions: | College of Business and Social Sciences > Aston Business School > Economics, Finance & Entrepreneurship College of Business and Social Sciences > Aston Business School |
Additional Information: | Copyright © 2025, Emerald Publishing Limited. This author's accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com |
Uncontrolled Keywords: | Competitive Advantage,Big 5 Personality Traits,Organizational Culture,Firm Performance,KAM |
Publication ISSN: | 0885-8624 |
Last Modified: | 31 Mar 2025 07:27 |
Date Deposited: | 13 Feb 2025 16:10 |
Full Text Link: | |
Related URLs: |
https://www.eme ... -0205/full/html
(Publisher URL) http://www.scop ... tnerID=8YFLogxK (Scopus URL) |
PURE Output Type: | Article |
Published Date: | 2025-02-17 |
Published Online Date: | 2025-01-31 |
Accepted Date: | 2025-01-08 |
Authors: |
Mehta, Prashant
Chakraborty, Debarun Rana, Nripendra P. Mishra, Anubhav Khorana, Sangeeta ( ![]() Kooli, Kaouther |