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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.
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
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PubType: Academic Journal
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        Value: 10.1080/10696679.2026.2656319
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        Text: English
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              Text: Apr2026
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