Browsing by Author "Meshenberg, Michelle"
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- Strategizing AI : how incumbents shape ai integration in consumer electronicsPublication . Meshenberg, Michelle; Rajsingh, PeterArtificial intelligence (AI) is one of the main forces behind the strategic changes of consumer-facing industries. To stay competitive, established consumer electronics companies are pressured to modify their organizational structures, decision-making procedures, and strategies as AI capabilities advance. However, many still encounter internal obstacles such as fragmented capabilities or misalignment between technical initiatives and business goals. This thesis explores which organizational capabilities enable incumbents to strategically deploy AI and boost their competitiveness. A triangulated research design was applied, combining a structured literature review with twelve expert interviews and a quantitative consumer survey. This mixed-method approach captured both internal strategic perspectives and external user perceptions, allowing for a comprehensive understanding of the conditions under which AI can create value. The findings highlight a set of tangible, human, and intangible capabilities that act as enablers of AI transformation. Two extensions to existing frameworks are proposed: the inclusion of customer relevance as a strategic capability and the elevation of governance as a cross-functional coordination mechanism. These additions reflect the need to align AI efforts not only with internal structures but also with evolving user expectations. By offering an empirically grounded capability model and highlighting both internal and consumer-facing challenges, this research contributes to a deeper understanding of how incumbents can unlock AI’s transformative potential.