Högskolan i Skövde

Purpose

This study explores GAI's impact on business models of marketing agencies through the theoretical lenses of the Resource-Based View (RBV) and Dynamic Capabilities (DC) theories. 

Methodology

The study adopts a qualitative exploratory approach, using semi-structured data collection and thematic analysis. Data were collected from 11 professionals working in SME-sized marketing agencies in two countries (Sweden and Canada). 

Findings

The findings indicate that GAI's impact on agencies' business models varies. There is a common observation that GAI is not a VRIO resource that provides sustained competitive advantage on its own. Instead, agencies' unique VRIO resources, such as professional expertise and internal business processes, are used alongside GAI to differentiate in the market. The study also suggests that GAI alone cannot provide a sustained competitive advantage, and that proper BM reconfiguration (or BMI) is a significant part of GAI adoption.