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Abstract
Artificial Intelligence (AI) has gained traction over the past few years as the new frontier for gaining a
competitive advantage. While firms have started investing heavily in AI, there is a growing
disillusionment around the value that can be generated and the process through which that can be
obtained. Building on this gap, we develop a conceptual framework that builds on resource
orchestration theory. The framework distinguishes between the ideation of AI capabilities and the
implementation of AI capabilities and present how activities related to resource orchestration theory
are relevant in the context of AI deployments. We develop a set of propositions on the activities that
underlie the main processes around resource orchestration of AI, and present a research design to
actualize the research plan.
1 Introduction
The surge in data availability over the past few years has enabled the emergence of Artificial
Intelligence (AI) applications that were previously not unimaginable (Ransbotham, Gerbert, Reeves,
Kiron, & Spira, 2018). AI is defined as “a system’s capability to correctly interpret external data, to
learn from such data, and to use those learnings to achieve specific goals and tasks through flexible
adaption” (Makarius et al., 2020). This has signaled a vast increase of investments from organizations
in AI technologies (Ransbotham, Kiron, Gerbert, & Reeves, 2017), developing new tools, creating
new processes and trying to capitalize on new market opportunities (Duan, Edwards, & Dwivedi,
2019). Nevertheless, despite much enthusiasm about the opportunities and promises of AI in the
organizational context, many firms are facing major challenges realizing business value from their
investments. Several recent studies and reports have indicated that the vast majority of organizations
face a variety of challenges in generating business value by leveraging their AI investments (Kumar,
Rajan, Venkatesan, & Lecinski, 2019). The main reason behind these setbacks lies in the processes
that companies follow for diffusing AI investments into their operations (Davenport & Ronanki,
2018). These early results indicate that firms lack knowledge about how to manage their AI
investments to generate value from them (Duan et al., 2019).
In fact, there are several research studies documenting the potential value-generating mechanisms of
AI for organizations, providing a plethora of examples of how AI technologies can allow
organizations to exploit the new technological innovations (Raisch & Krakowski, 2020; Wamba-
Taguimdje, Wamba, Kamdjoug, & Wanko, 2020). Yet, while there is an overabundance of papers
highlighting the potential of AI, there is a striking lack of research on the process of adopting and
deploying AI technologies in support of competitive strategies (Dwivedi et al., 2019). This has been,
and continues to be, one of the major issues' organizations face in generating value of their AI
investments (Ransbotham, Khodabandeh, Fehling, LaFountain, & Kiron, 2019). Particularly, there is a
lack of empirical studies using a theory-driven approach to understand the processes through which AI
transforms from a set of fragmented resources into an organizational capability than can be leveraged
to support strategic goals (Mikalef, Fjørtoft, & Torvatn, 2019).
The objective of this paper is to introduce some notions and ideas presented in Resource Orchestration
(RO) theory for the management of AI projects within organizations (Sirmon, Hitt, & Ireland, 2007).
RO is chosen as it provides a comprehensive framework that helps explain the different activities
through which resources are orchestrated and strategically leveraged to generate business value
(Andersén, 2019) In adopting this theoretical perspective, we develop a distinction between two
phases that characterize AI projects, the organizational ideation of AI capabilities and
the organizational implementation of AI capabilities. The former relates to the design and strategic
planning of the AI capabilities that a firm would require in order to be competitive, while the later
refers to the process of actualizing and deploying such capabilities. We therefore introduce how RO
theory can be adapted to the context of AI in organizations, and develop a set of propositions that will
guide future research. This work adds to research by providing a theory-driven approach to
understanding the process of designing and deploying AI capabilities, bridging the gap between
adoption and business value. From a practical point of view, it provides practitioners with a roadmap
of activities they need to consider when developing their implementation plans so that deployments
are in alignment with their strategic goals (Mikalef, Pateli, Batenburg, & van de Wetering, 2014).
In the next section we introduce the RO theory and describe how it contributes to understanding
strategic value generation by orchestrating and mobilizing firm resources. We then proceed to briefly
outline some recent work with regards to AI in the organizational setting. In the next section, we
introduce our conceptual framework, and present a set of propositions concerning AI resources. Next,
we describe how we plan to actualize this research. We conclude this paper with a short overview of
this work in relation to existing studies.
2 Background
(i.e. stabilising, enriching and pioneering) and leveraging (i.e. mobilising, coordinating and deploying)
resources to create new capabilities and exploit market opportunities (Sirmon et al., 2007).
This distinction between the processes that fall under structuring, bundling and leveraging activities is
important given that firms operate under a heterogeneous set of environmental conditions; also
referred to under the umbrella term, environmental uncertainty. Thus, the competitive pressures and
industry dynamics that firms need to cope with differ. According to Johnston, Gilmore, and Carson
(2008), there are many definitions of uncertainty, and most of them are referring to the lack of
information, knowledge, and understanding. What is more, environmental uncertainty contains aspects
of technology and market, creating potential threats to organisation's viability (Sharma & Vredenburg,
1998). In other words, since firms operate under diverse conditions of varying uncertainty, their
resource orchestration practices will differ, with those that are better suited to the context being the
ones that produce competitive performance gains.
As such, the RO perspective does not directly contradict other theories such as the RBV, but rather,
explains how resources are managed and orchestrated to enable performance gains. Resource
Orchestration Theory can therefore be seen as an extension on the Resources Based View (RBV)
(Sirmon et al., 2011). The need to extend RBV has been primarily due to the lack of indication
regarding how resources should be deployed to generate value for a firm, meaning that is unclear
which combination of resources and deployment approached would lead to competitive advantage
(Felin, Foss, & Ployhart, 2015). Additionally, the RBV largely ignores the impact of external
environmental effects, which are a central aspect RO, thus filling this gap (Sirmon et al., 2007).
success of an entire project. This relates directly to the need for applying a RO perspective on AI
implementation for organizational goals. For example, a specific combination of activities within the
structuring and bundling processes could improve innovation performance, while others could be used
to target a resource advantage strategy. Such resource orchestration approaches are also highly
dependent on the external conditions of a company. This essentially means that AI deployments need
to be considered in the light of the context in which they are deployed. Adding to this, such an
approach would be able to explain how AI resources are converted into an AI capability.
Similar to any type of resource, AI-related resources are also subject to such processes and are gauged
in their value depending on how well they fit the environment. In the conceptual framework we
present below we depict the main activities that relate to resource orchestration in AI. We also develop
a distinction between an organizational ideation of AI capabilities, which typically represents the
starting point of planning, and an organizational implementation of AI capabilities which corresponds
to the actions taken to build AI capabilities. The arrows in this case represent the sequence of activities
for the organizational ideation, and the dependencies for the organizational implementation. The role
of the environment is represented as influencing the entire process, with doted lines being an
indication of feedback loops. Hence, the figure illustrates the three main processes, their subprocesses
and the flow that lead to competitive performance in an uncertain environment. The feedback loop
represents that a firm might need to start or reorchestrate its resources from a different point than other
firms.
employees and consume storing resources. It is important though that each resource that is divested is
carefully accounted for, as in highly uncertain conditions it may be difficult to re-acquire them or
accumulate them. This holds true not only for data and technological resources but also for employees
with specialized knowledge and skills. Hence, we suggest the following proposition:
Proposition 3: Under conditions of high uncertainty, it is important that AI resources are
divested having completely considered their importance and long-terms relevance.
Mobilising intends to identify all the capabilities that a firm requires for obtaining a competitive
advantage. This is not an easy task when high uncertainty exists in the business environment. Firms
that are interested in AI technologies should identify gaps that they need to fill internally or take
advantage of market opportunities. This denotes that before starting developing AI applications, it is
critical that there is a careful consideration towards which opportunities in the environments they are
oriented towards. This places pressure on top level managers to be able to strategically foresee
developments, and have sufficient technical knowledge in order to be able to envision ways by which
AI technologies can be used creatively to address pressing issues. However, mobilizing requires
continuous adjustments in the firm’s operations and prove to be challenging to maintain in the long
run. Hence, the following proposition is composed:
Proposition 7: Identifying what should be achieved by acquiring resources for the
development of AI capability is crucial, and mobilising is a key component, but it is not a
sufficient process for maintaining a competitive advantage.
Coordinating is the process of integrating mobilised capabilities to create capability configurations.
High-level managers play a significant role as they have to coordinate individual knowledge and
capabilities of their teams, making possible integrations to be fast, efficient and smooth. In the context
of AI deployments this means that any developed AI capabilities need to be effectively coordinated
and integrated with other organizational capabilities in order to implement the leveraging strategy
effectively and create value, for instance, building AI pipelines for facilitating the efficient processing
of data and models requires a lot of effort. This means that there must be open channels of
communication and collaboration across different units in the organization in order to integrate an AI
capability with others that will allow the firm to generate value. The importance of managers here is
critical as they are responsible for using their relational capital to integrate multiple capabilities into
configurations that confer value. Hence, the following proposition is composed:
Proposition 8: High-level managers have an important impact on the coordinating process of
AI capabilities into configurations that can drive value generation.
Deploying involves the process that actively supports the leveraging strategy (Sirmon et al., 2011).
Deploying involves different leveraging strategy options such as a resource advantage, market
opportunity or entrepreneurial strategy (Sirmon et al., 2007), that uses an integrate machine leanrning
model into an existing production environment so that business decisions could be made based on
data. It entails physically using capability configurations to support a chose leveraging strategy.
Within the context of AI deployments, selecting a strategy that AI is oriented towards and deploying
solutions accordingly will have different results depending on the environmental context in which
such capability configurations are deployed. Therefore, AI uses within the organization can be varied,
and the AI capability that a firm manages to develop can be coordinated and deployed co-presently
with other capabilities in order to pursue digital business strategies. Hence, the following proposition
is composed:
Proposition 9: The deployment of AI capability configurations towards a given leveraging
strategy depends on the environmental context in which they are released.
4 Research Design
To empirically explore the propositions a mixed-method approach will be employed following the
guidelines of Venkatesh, Brown, and Bala (2013). Specifically, the study will commence with an
exploratory investigation of companies that are currently deploying AI solutions to support their
operations, and the in the second phase continue with a quantitative analysis to identify patterns of AI
resource orchestration that enable value generation in different external conditions.
study approach in order to analyze the different patterns of use within each case, as well as to be able
to perform a cross-case analysis to detect differences based on the conditions in which the
organizations operate. The outcome of this first phase will help sensitize notions, and uncover
practices that underpin each of the core activities described in the theoretical framework. In addition, it
will help understand if firms actually adopt a process as described in our framework, or if the opt for a
bottom-up approach where from the available set of resources AI capabilities are developed. This
distinction can also inform our understanding about if firms that follow an ideation to implementation
of AI capabilities approach perceive differences in the types of competitive strategies that they can
pursue, as well as the value the derive from them compared to those that directly start from an
implementation stage.
5 Conclusions
In this paper we have attempted to highlight the importance that resource orchestration practices have
for organizations that are attempting to leverage AI to generate business value. Building on recent
findings that highlight that many firms are facing challenges in creating value from their AI
investments, we aimed to develop a theory-driven approach that delineates the main stages from
acquiring resources, bundling them into capabilities, and leveraging the capabilities towards
competitive strategies. This work therefore provides a novel perspective on AI deployments in the
organizational setting by identifying the steps involved in developing AI capabilities and considering
the diversity of ways in which this can be achieved. In doing so, we take into account the role of the
environment. In doing so we document how these activities can be used for digital strategy
formulation, and for digital strategy execution. Concluding, we present a two-phase study design in
order to explore the previously described framework, validate it, and empirically identify
configurations of activities that enable value generation under different environmental conditions.
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