Business value appropriation roadmap for artificial intelligence
Abstract
Purpose: Artificial intelligence (AI) is deemed to have a significant impact as a value driver for the firms and help them get an operational and competitive advantage. However, there exists a lack of understanding of how to appropriate value from this nascent technology. This paper aims to discuss the approaches toward knowledge and innovation strategies to fill this gap. Design/methodology/approach: The discussion presents a review of the extant strategy and information systems literature to develop a strategy for organizational learning and value appropriation strategy for AI. A roadmap is drawn from ambidexterity and organizational learning theories. Findings: This study builds the link between learning and ambidexterity to propose paths for exploration and exploitation of AI. The study presents an ambidextrous approach toward innovation concerning AI and highlights the importance of developing as well as reusing the resources. Research limitations/implications: This study integrates over three decades of strategy and information systems literature to answer questions about value creation from AI. The study extends the ambidexterity literature with contemporary. Practical implications: This study could help practitioners in making sense of AI and making use of AI. The roadmap could be used as a guide for the strategy development process. Originality/value: This study analyzes a time-tested theoretical framework and integrates it with futuristic technology in a way that could reduce the gap between intent and action. It aims to simplify the organizational learning and competency development for an uncertain, confusing and new technology.
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Businesses adopting AI face new challenges, such as reducing the gap between intent and action.
“As businesses adopt Artificial Intelligence (AI), they are faced with new value propositions, but they also have to deal with new challenges, such as reducing the gap between intent and action(Amershi et al., 2019; Enholm et al., 2021; Mishra & Pani, 2020).”
From Toward AI Governance: Identifying Best Practices and Potential Barriers and Outcomes (2023) · cites this paper as Mishra & Pani, 2020
Allowing the development of AI applications that are not under any supervision could be harmful.
“Allowing the development of AI applications that are not under any supervision could be harmful (Chatterjee et al., 2020; Mishra & Pani, 2020);”
From Toward AI Governance: Identifying Best Practices and Potential Barriers and Outcomes (2023) · cites this paper as Mishra & Pani, 2020
Firms need to introduce robust AI systems and mitigate AI risks, emphasizing the importance of creating suitable AI governance practices.
“Furthermore, firms need to introduce robust AI systems and mitigate AI risks, which emphasizes the importance of creating suitable AI governance practices.”
From Toward AI Governance: Identifying Best Practices and Potential Barriers and Outcomes (2023) · cites this paper as Mishra & Pani, 2020
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Artificial Intelligence in Ethical Business Decision Making
(2024) · Advances in computational intelligence and robotics book series · doi:10.4018/979-8-3693-4322-7.ch010 · Cited by 12 · see citing works
Mishra, A. N., Sengupta, P., Biswas, B. N., Kumar, A., & Coussement, K. (2025) · Journal of Business Research · doi:10.1016/j.jbusres.2025.115330 · Cited by 11 · see citing works
Self-citationTowards Defining a Trustworthy Artificial Intelligence System Development Maturity Model
Das, S., Bala, P., & Mishra, A. N. (2023) · Journal of Computational Information Systems · doi:10.1080/08874417.2023.2251443 · Cited by 12 · see citing works
“In addition, ML use has a positive influence on financial performance, 9 and Arindra et al. 10 demonstrated a method to generate value from AI models.”
Self-citationLitvinenko, A. (2026) · Journal of Decision System · doi:10.1080/12460125.2026.2616703 · Cited by 10 · see citing works
Alshamsi, S. A. S. A., Hussain, T. P. R. S., & Ali, S. S. S. (2024) · Journal of Law and Sustainable Development · doi:10.55908/sdgs.v12i1.2808 · Cited by 9 · see citing works
Effect of Artificial Intelligence on the Development of China’s Wholesale and Retail Trade
Jian, L., Guo, S., & Yu, S. (2023) · Sustainability · doi:10.3390/su151310524 · Cited by 10 · see citing works
A Systematic Review of Improving Knowledge Management with Generative AI and Large Language Models
Nguyen, L. T. K., Connolly, J., & Nguyen, H. N. (2025) · Journal of Advances in Information Technology · doi:10.12720/jait.16.4.594-612 · Cited by 8 · see citing works
“…and information sharing, or transfer, are crucial for organizational growth and resilience in terms of knowledge management techniques, intellectual property, and leadership, as well as the integration of modern technology to promote innovation and enhance outcomes [3, 15, 24, 28, 50, 52, 54].”
InfluentialSequeira, R., Reis, A., Branco, F., & Alves, P. A. (2023) · International Conference on e-Business · doi:10.5220/0012118000003552 · Cited by 7 · see citing works
“To enable the implementation of a BI system, it becomes essential to design a plan consisting of a roadmap, an architecture and some guidelines (Mishra & Pani, 2021).”
MethodKrisprimandoyo, D. A. (2023) · Jurnal Riset Multidisiplin dan Inovasi Teknologi · doi:10.59653/jimat.v2i01.482 · Cited by 9 · see citing works
“Allowing the development of AI applications to advance without any supervision could have negative consequences (Chatterjee et al., 2020), (Mishra & Pani, 2021).”
BackgroundRole of Artificial Intelligence in Business Dynamics
Nag, A., Bhatia, A., Sharma, A., Kumar, V., & Sharma, V. (2023) · Advances in business information systems and analytics book series · doi:10.4018/979-8-3693-1902-4.ch016 · Cited by 7 · see citing works
Billones, R. K. C., Lauresta, D. A., Dellosa, J. T., Bong, Y., Stergioulas, L. K., & Yunus, S. (2025) · Technologies · doi:10.3390/technologies13090421 · Cited by 12 · see citing works
“Effective and consistent testing and evaluation protocols to identify which adaptation methods make best use of resources and to control the behavior of very capable models [42,52,56,60].”
Yavetz, G., & Nakash, M. (2026) · EuroMed Journal of Business · doi:10.1108/emjb-08-2024-0217 · Cited by 5 · see citing works
Gürpinar, T., Große, N., Schwarzer, M., Burov, E., Stammes, R., Ioannidis, P. A., Krämer, L., Ahlbäumer, R., & Henke, M. (2022) · Lecture notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering · doi:10.1007/978-3-031-06371-8_32 · Cited by 5 · see citing works
Application of Artificial Intelligence in Business Management for Prudent Decision Making
Sultana, S. T., & Rao, T. V. N. (2024) · doi:10.1002/9781394234028.ch19 · Cited by 5 · see citing works
Gamoura, S. C., Lahrichi, Y., Damand, D., & Mornay, S. (2025) · Logistique & Management · doi:10.1080/12507970.2024.2444982 · Cited by 4 · see citing works
“La littérature en management des systèmes d’information (MSI) confie au concept de business value une place prépondérante dans la transformation par l’IA, dite « business value driver », comme l’illustrent de nombreux travaux tels que Mishra Pani (2020), Houé (2022) ainsi que Riahi et al. (2023).”
Sainger, G., & Irfan, M. (2024) · Advances in educational marketing, administration, and leadership book series · doi:10.4018/979-8-3693-6967-8.ch017 · Cited by 3 · see citing works
Adoption of Artificial Intelligence Enabling Value Creation in Business
Mitra, A., Seetharaman, A., & Maddulety, K. (2024) · 2024 4th International Conference on Robotics, Automation and Artificial Intelligence (RAAI) · doi:10.1109/raai64504.2024.10949520 · Cited by 2 · see citing works
“AI is expected to transform functions like marketing, supply chain, human resources and manufacturing, and it has the potential to transform the business model [15].”
InfluentialOmoga, C. (2023) · IJARCCE · doi:10.17148/ijarcce.2023.12924 · Cited by 3 · see citing works
“A more pronounced alignment between the technology and the task at hand is linked to increased rates of adoption and utilization [9].”
Crowdsourcing in Management Research
Lenart-Gansiniec, R. A. (2024) · Routledge eBooks · doi:10.4324/9781003482253 · Cited by 3 · see citing works
Does Generation Matter for the Use of I4.0 Technologies?
Bartosik‐Purgat, M., Jankowska, B., & Mińska‐Struzik, E. (2022) · Emerald Group Publishing Limited eBooks · doi:10.1108/978-1-80117-226-420221007 · Cited by 3 · see citing works
Yan, X., Chen, Y., & Lin, Y. (2025) · Scientific Reports · doi:10.1038/s41598-025-26420-3 · Cited by 2 · see citing works
“…evidences: For instance, scholars have discussed the role of organizational learning strategies in the development of artificial intelligence 71 , and the relationship between organizational learning and value co-creation 72 , or the impact of organizational learning on organizational…”
Ravikumar, R. N., & Aarthi, S. (2026) · Advances in computational intelligence and robotics book series · doi:10.4018/979-8-3373-7416-1.ch009 · Cited by 2 · see citing works
Guettoufi, Y. (2026) · International Review of Economics & Finance · doi:10.1016/j.iref.2026.105272 · Cited by 4 · see citing works
Omoga, C. O. (2023) · IARJSET · doi:10.17148/iarjset.2023.101101 · Cited by 2 · see citing works
“Organizations harness AI to overhaul business processes, aiming for radical transformations [11] AI's implementation leads to the redesign of existing processes, influencing both the organizational structure and human resource utilization.”
Tanev, S., Keen, C., Bailetti, T., & Hudson, D. (2024) · Applied Sciences · doi:10.3390/app14083277 · Cited by 2 · see citing works
AI Orientation, Capabilities, and Business Value: Case Study
Lee, M. C. M., Scheepers, H., Lui, A. K. H., & Ngai, E. W. T. (2024) · Journal of Computer Information Systems · doi:10.1080/08874417.2024.2423190 · Cited by 2 · see citing works
Ali, W. W., Ibua, M. P., & Ondisa, F. (2024) · South Sahara Multidisciplinary Journal · doi:10.61250/ssmj/v1.i2.4 · Cited by 2 · see citing works
TOOL SUPPORT FOR DATA-DRIVEN SERVICE INNOVATION: A SYSTEMATIC LITERATURE REVIEW
Jesenko, B., & Thalmann, S. (2024) · International Journal of Innovation Management · doi:10.1142/s1363919624300046 · Cited by 3 · see citing works
Van, S. D., & Trần, H. N. (2025) · Tạp chí Khoa học Thương mại · doi:10.54404/jts.2025.199v.01 · Cited by 1 · see citing works
Strategic Innovation Roadmapping in the Age of AI: A Framework for Competitive Advantage
Pasa, I. T., & Andrianto, D. T. (2025) · Novatio Journal of Management Technology and Innovation · doi:10.61978/novatio.v3i1.859 · Cited by 1 · see citing works
“Mishra & Pani (2020) assert that organizations utilizing AI technologies outperform competitors by driving innovation across value chains and accelerating product and service evolution.”
Balage, H., & Sedera, D. (2026) · VINE Journal of Information and Knowledge Management Systems · doi:10.1108/vjikms-01-2026-0025 · Cited by 2 · see citing works
Meidivia, R. R., Novieningtyas, A., & Naumovska, L. (2023) · International Journal of Business and Technology Management · doi:10.55057/ijbtm.2023.5.3.22 · Cited by 1 · see citing works
New Lines of Business Development: Artificial Intelligence in Business
Gandía, J. A. G., González‐Tejero, C. B., & Miguel, Á. J. Á. (2024) · Contributions to management science · doi:10.1007/978-3-031-58704-7_1 · Cited by 1 · see citing works
Role of Artificial Intelligence in Business Analytics
Gill, S. K., & Chaudhary, A. (2024) · Advances in business information systems and analytics book series · doi:10.4018/979-8-3693-3234-4.ch022 · Cited by 1 · see citing works
Artificial Intelligence Strategies for Business Process Optimization
Lahoti, P. D. Y. (2023) · Journal for ReAttach Therapy and Developmental Diversities · doi:10.53555/jrtdd.v6i1.2841
“Mishra and Pani (2021) delve into the realm of Artificial Intelligence (AI) and its potential as a significant value driver for businesses, aiming to elucidate strategies for appropriating value from this transformative technology.”
Entrepreneurial Ambidexterity: Emerging Trends and Insights
Salaheldeen, M. (2024) · Elsevier eBooks · doi:10.1016/b978-0-443-13701-3.00498-9
Impact of artificial intelligence capability and public trust on service performance in Indonesia
Rulinawaty, R., Samboteng, L., Aripin, S., Basit, M., & Kasmad, M. R. (2024) · AIP conference proceedings · doi:10.1063/5.0224065
California, U. A. D. B., Jiménez, O. G. R., Reyna, J. B. V., California, U. A. D. B., Gamboa, D. P. H., & California, U. A. D. B. (2024) · doi:10.61728/ae24002202
Does Artificial Intelligence Consistently Contribute to Firm Value Creation?Preprint
Xiao, X., Liu, H., & Fu, Y. (2025) · SSRN Electronic Journal · doi:10.2139/ssrn.5180728
The Transformational Impact of Artificial Intelligence in Customer Relationship ManagementPreprint
Ledro, C., Pozza, I. D., & Nosella, A. (2025) · SSRN Electronic Journal · doi:10.2139/ssrn.5271125
Indravathy, K., & Rahim, N. A. (2024) · IEEE Technology & Engineering Management Conference - Asia Pacific (TEMSCON-ASPAC) · doi:10.1109/temscon-aspac62480.2024.11024840
“This helps organizations remain agile in a dynamic environment in managing resources efficiently and aligning their strategies in the rapidly changing face of technology [15, 22].”
ABONGO, B. O. (2025) · International Journal of Social Science and Human Research · doi:10.47191/ijsshr/v8-i8-43
Harnessing Artificial Intelligence for Strategic Business Innovation
Shanmugam, S. S., & Mohammed, A. (2026) · IGI Global eBooks · doi:10.4018/979-8-3693-9506-6.ch005
Santos, B. C. D. L., Shiang, W. J., & Young, M. N. (2026) · AIP conference proceedings · doi:10.1063/5.0309923
Sun, L., & Li, W.-T. (2026) · Asian Journal of Technology Innovation · doi:10.1080/19761597.2026.2666818
Exploring the impact of AI-Enabled Marketing on business performance in SMEs
Gómez, Y. A. C., Guerrero, L. M. B., & Rozo, J. J. P. (2026) · Revista Venezolana de Gerencia · doi:10.52080/rvgluz.31.116.11
Advancing AI Integration: Exploring Business Process Management Capabilities for AI-Driven Processes
Grashoff, H., & Bartelheimer, C. (2026) · Lecture notes in business information processing · doi:10.1007/978-3-032-37877-4_22
- Authors
- Mishra, A. N., & Pani, A. K.
- Affiliations
- Xavier School of Management (IN)
- Corresponding author
- Mishra, Arindra Nath
- ORCID
- Mishra, Arindra Nath
- Venue
- VINE Journal of Information and Knowledge Management Systems
- Publisher
- Emerald
- Published
- 2020-04-06
- Volume
- 51
- Issue
- 3
- Pages
- 353-368
- ISSN
- 2059-5891 (ISSN-L)
- OpenAlex
- W3015530941
- Cited by
- 82
- References
- 68
- Citations by year
- 2026: 10 · 2025: 15 · 2024: 24 · 2023: 18 · 2022: 9 · 2021: 5 · 2020: 1
- FWCI
- 8.79
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- VINE Journal of Information and Knowledge Management Systems (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
- Social Sciences › Business, Management and Accounting › Management Information Systems › Information Technology Governance and Strategy
- Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
- Keywords
- artificial intelligence, value appropriation, organizational learning, ambidexterity, exploration and exploitation, knowledge management, innovation strategy, AI strategy, competence development, value creation
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