The master’s thesis investigates the use of artificial intelligence systems (AI) as supportive tools in international sales partner management and describes the resulting benefits. The focus is on Rosenbauer International AG, a publicly traded company in the fire and disaster protection sector, and the derivation of recommendations for the implementation of AIsupported marketing instruments. The study examines the technical aspects and applications of AI in sales partner management, including the intercultural challenges and specific requirements of the international environment. By deploying AI systems, companies can diversify and optimize their distribution strategies. Direct sales through e-commerce platforms and the integration of omnichannel strategies are examples of expanding the range of actions and meeting various customer needs. Careful coordination of sales channels is crucial to ensure a consistent and satisfactory customer experience. Additionally, digitalization enables companies to set competitive prices and develop dynamic pricing models that address the price sensitivity of different segments through big data and real-time analyses. In the field of promotion, digital media and social networks offer platforms for targeted advertising tailored to specific target groups. The use of search engine marketing, social media advertising, and influencer marketing enhances brand awareness and effectively promotes products. Data analyses facilitate the measurement and continuous optimization of promotional campaigns. AI-supported marketing tools improve operational performance, contribute to the automation of business and marketing processes, and support strategic planning and decision-making. The implementation of AI systems in sales partner management brings numerous advantages, including increased efficiency, more precise data analyses, improved predictability and planning, and optimized media planning. AI-supported tools enable automatic customer segmentation and the development of specific marketing strategies for different segments. They also enhance communication with customers and sales partners, leading to personalized engagement and higher customer satisfaction. The master’s thesis addresses a significant research gap by analyzing the application possibilities and benefits of AI in international sales partner management. It offers practical implications for companies facing similar challenges in a global and intercultural environment. The results of the literature analysis and the empirical study indicate that the successful integration of AI systems in sales partner management can contribute significantly to increasing efficiency and optimizing sales processes.
Date of Award | 2024 |
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Original language | German (Austria) |
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Supervisor | Stefan Wagner (Supervisor) |
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Vorteile von KI gestützten Marketinginstrumenten im internationalen Vertriebspartnermanagement
Traxler, C. (Author). 2024
Student thesis: Master's Thesis