Purpose: This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation. Design/methodology/approach: Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools. Findings: Key...

Purpose The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs...