How to Leverage Artificial Intelligence: Based Customer Relationship Management in B2B Marketing using Micro Foundations of Dynamic Capability Approach

Abstract

The transition to Business-to-Business (B2B) models in relationship management and Artificial Intelligence-based Customer Relationship Management (AI-based CRM) is a complex yet definitive process. From the perspectives of both firms and government institutions, AI-based CRM is increasingly regarded as a strategic organizational activity. Both profit-oriented and non-profit organizations are now challenged to implement AI in ways that generate substantial business value. Despite the growing interest, research on the application of AI in B2B marketing—whether for commercial or social purposes—remains limited. To address this gap, this study adopts a dynamic capabilities framework, particularly focusing on micro-foundations within firms and government institutions. Four case studies of Indonesian public and private sector organizations that have integrated AI into their B2B marketing strategies were examined. The key findings highlight several critical intersectoral elements, revealing connections among essential concepts and their impact on overall business value. Additionally, the study suggests that B2B practices in both firms and government offices yield similar outcomes, mediating between technological readiness and the potential of AI-based CRM.