Enablers and Inhibitors of AI-Driven Capability Evolution:
Title: Enablers and Inhibitors of AI-Driven Capability Evolution: A Dynamic Managerial Capabilities Perspective from the Thai FMCG Sector
Lunch and refreshments will be available on the day. Please register using this link
Abstract:
During this seminar, we will present the findings of a qualitative study exploring how marketing managers in Thailand’s fast-moving consumer goods sector develop and deploy dynamic capabilities in response to the growing integration of artificial intelligence (AI) into their marketing practice. Drawing on the Dynamic Capabilities Framework, particularly its micro-foundational perspective, this research examines the enablers and inhibitors that shape the evolution of AI-driven managerial capabilities in an emerging market context. The study employs a qualitative design through semi-structured interviews, analysed using the Gioia methodology. Preliminary findings reveal how AI enhances sensing, seizing, and reconfiguring capabilities by supporting market insight generation, augmenting decision-making, and streamlining operations. Our findings are expected to extend Dynamic Capabilities Theory by showing that AI-enabled capability development is not only technological but also socially and culturally embedded in emerging markets.
Keywords: Artificial intelligence, dynamic capabilities, emerging markets
This research seminar is funded by the Mahidol Sussex Seed Fund- Round Three competitive grant.
PRESENTERS:
Nilay Bicakcioglu-Peynirci is an Associate Professor of Marketing at the Department of Strategy and Marketing, University of Sussex Business School. She completed her postdoctoral research studies at Cardiff Business School, Cardiff University. Her research interests include internationalization patterns and neo-internationalization strategies from an international marketing perspective. Her research has appeared in British Journal of Management, Journal of Business Research, Journal of International Marketing, International Business Review, International Marketing Review, Industrial Marketing Management, among others. She is the Principal Investigator from Sussex on the Mahidol-Sussex Seed Fund grant.
Mariachiara Restuccia is an Associate Professor in Marketing at the Department of Strategy and Marketing, the University of Sussex Business School. She earned her PhD in Business Administration (Marketing) from HEC Montreal, Canada. Her research interests revolve around innovation management, emerging technologies and business-to-business marketing. Her work has been published in the Journal of Product Innovation Management, Industrial Marketing Management and Journal of Marketing Management, among others. She serves as marketing advisor for high-tech start-ups and is a member of the founding committee of the AI in Media Institute.
Olimpia C. Racela is Associate Professor of Marketing and Program Director of Marketing at Mahidol University International College, Thailand. Her research interests include strategic orientations, marketing strategy, international marketing, and business case development. She serves as an Area Editor for the Journal of Asia Business Studies and as an Editorial Advisory Board member for Emerald Emerging Markets Case Studies. Her scholarly and case-writing work has appeared in outlets including International Marketing Review, Asia Pacific Journal of Marketing and Logistics, Journal of Strategic Marketing, Journal of Global Marketing, International Small Business Journal, and Sage Business Cases among others. She holds a D.B.A. in Marketing from Thammasat University, Thailand, and business degrees from Pittsburg State University, USA. She is the Principal Investigator for Mahidol on the Mahidol-Sussex Seed Fund grant.
Amonrat Thoumrungroje is a vice chair of the Business Division at Mahidol University International College, Thailand. She earned her PhD in Business Administration from Washington State University, U.S.A. She has taught in the US, Myanmar, Laos, and Thailand. Her research interests revolve around international marketing strategy, cross-cultural marketing, entrepreneurship, emerging markets, strategic management, experiential learning, education, and sustainability. Her work has been published in Multinational Business Review, International Marketing Review, Journal of Strategic Marketing, Journal of International Consumer Marketing, Asia Pacific Journal of Marketing and Logistics, Journal of Global Marketing, Journal of Strategy and Management, Journal of Asia Business Studies, International Small Business Journal, Asian Case Research Journal, Emerald Emerging Market Case Studies, and SAGE Business Cases Originals. Currently, she is an associate editor of Journal of Asia Business Studies. She has been a member of the Academy of International Business (AIB) and has won CEEMAN’s Case Writing Competition.