Do experience and upper management support matter? An exploration of GenAI technology usage in a business-to-business setting.
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| Title: | Do experience and upper management support matter? An exploration of GenAI technology usage in a business-to-business setting. |
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| Authors: | Rodriguez, Michael1 (AUTHOR) Rodriguezmich24@ecu.edu, Krush, Michael T.2 (AUTHOR), Deeter-Schmelz, Dawn R.2 (AUTHOR), Walker, Doug2 (AUTHOR) |
| Source: | Journal of Marketing Theory & Practice. Apr2026, p1-19. 19p. 2 Illustrations. |
| Database: | Business Source Ultimate |
| ISSN: | 10696679 |
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| DOI: | 10.1080/10696679.2026.2656319 |
