Research

My research examines how artificial intelligence, analytics, and sales technologies reshape selling systems, organizational decision-making, and interorganizational coordination in complex B2B and institutional environments.

Rather than treating technology adoption as a discrete implementation decision, my work conceptualizes AI and analytics as components of broader organizational architectures that shape workflows, role design, governance structures, and relational dynamics.

Across this research program, I focus on how organizations integrate advanced technologies while preserving coordination, judgment, trust, and relational effectiveness in complex organizational systems.

Core Research Streams

AI-Enabled Selling and Sales Workflows

This stream examines how AI systems restructure selling activities, task allocation, forecasting processes, and coordination across sales roles. My work in this area focuses on how algorithmic systems interact with human judgment, role specialization, and organizational design to reshape how selling is organized and executed.

CRM Orchestration and Sales Analytics

This research explores the evolution of CRM systems from data repositories to orchestration platforms that coordinate workflows, information flows, and decision processes across organizational units. I study how analytics-enabled systems reshape organizational intelligence, control structures, and coordination mechanisms in sales organizations.

Forging Business Relationships and Organizational Procurement

This stream focuses on relational processes in B2B and institutional markets, examining trust formation, governance, relational contracting, and interorganizational coordination. My work emphasizes how technology reshapes relational dynamics rather than simply automating transactional processes.

Organizational Capability Development in B2B and Institutional Markets

This line of research examines how organizations build, adapt, and sustain technology-enabled capabilities over time. I study learning processes, capability formation, dynamic adaptation, and organizational reconfiguration in response to technological change.

Active and Emerging Projects

My current research agenda includes multi-study projects on:

  • AI-augmented selling systems and human–machine coordination

  • CRM orchestration and organizational intelligence

  • AI-enabled forecasting and decision support systems

  • Trust, governance, and relational dynamics in AI-mediated interactions

  • Dynamic capability development in technology-enabled sales organizations

  • Organizational learning and adaptation in AI-enabled environments

These projects span qualitative inquiry, survey research, experimental designs, and advanced analytics, reflecting a programmatic approach to theory development and empirical testing.

Methods and Approach

Methodologically, my research integrates multiple approaches to address complex organizational phenomena, including:

  • Qualitative inquiry and constructivist grounded theory

  • Survey research and scale development

  • Structural equation modeling and latent variable modeling

  • Experimental and quasi-experimental designs

  • Causal inference methods

  • Conjoint and choice-based modeling

  • Mixed-methods research designs

This methodological pluralism allows me to examine both process dynamics and structural relationships within complex organizational systems.

Research Collaborations

My research program is inherently collaborative, involving interdisciplinary partnerships across marketing, management, information systems, operations, and analytics.

These collaborations support theory development, methodological rigor, and applied relevance, enabling research that bridges academic scholarship and organizational practice.

Future Research Directions

Future research within this program will continue to explore:

  • Human–AI coordination in organizational systems

  • Governance of algorithmic decision-making

  • Organizational intelligence architectures

  • Relational trust in AI-mediated environments

  • Ethical and institutional implications of AI integration

  • Adaptive capability development in technology-enabled organizations

This agenda is designed to remain theoretically grounded while responsive to evolving organizational and technological landscapes.