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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Bibliographic Details

Published in:	Jurnal Siasat Bisnis
Main Authors:	Adi Utama, Ahmad Johan, Yosep Rahman Hidayat
Format:	Article
Language:	English
Published:	Universitas Islam Indonesia 2025-07-01
Subjects:	AI Competencies B2B Marketing Capabilities Disruptive Innovation Growth Hacking Marketing Performance
Online Access:	https://journal.uii.ac.id/JSB/article/view/39756