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Renu Sharma

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Review Open access Jul 2026

AI-Augmented marketing decision-making and competitive performance: A resource-based view of capability orchestration.

The findings indicate that AI capability maturity is positively associated with Human-AI Integration, which in turn is positively associated with Marketing Agility and Competitive Performance, and Data Governance Quality positively moderates the relationship between Human-AI Integration and Marketing Agility, highlight...

Renu Sharma · 0 citations

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