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The role of artificial intelligence in business transformation: A case of pharmaceutical companies

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  • Kulkov, Ignat

Abstract

Artificial intelligence (AI) is of great interest to researchers and practitioners as a means of achieving the necessary progress in the pharmaceutical industry. However, the role of AI and ways of transforming companies are not well studied. The purpose of the paper is to identify exactly how AI affects the key and support business processes of pharmaceutical companies. We offer a qualitative interview study of five large, five medium, and five small pharmaceutical companies. Based on scarce literature on the role of AI in the pharmaceutical industry, we considered which business processes are subject to transform within it and how they do so. We determine that small pharma companies significantly change research and development, master data management, analysis and reporting, and human resource business processes under the influence of AI. Large pharma companies use AI to transform production, sales, marketing, and analysis business processes. In turn, medium-sized companies are in the middle and individually transform their business processes depending on their specialization.

Suggested Citation

  • Kulkov, Ignat, 2021. "The role of artificial intelligence in business transformation: A case of pharmaceutical companies," Technology in Society, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:teinso:v:66:y:2021:i:c:s0160791x21001044
    DOI: 10.1016/j.techsoc.2021.101629
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    Cited by:

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    2. Cordia Peter Ogbeta & Akachukwu Obianuju Mbata & Kenneth Udemezue katas, 2025. "Technology and Regulatory Compliance in Pharmaceutical Practices: Transforming Healthcare Delivery through Data-Driven Solutions," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 1139-1147, January.
    3. Hayajneh, Jamal Abdelrahman .M. & Elayan, Malek Bakheet Haroun & Abdellatif, Mamdouh Abdallah Mohamed & Abubakar, A. Mohammed, 2022. "Impact of business analytics and π-shaped skills on innovative performance: Findings from PLS-SEM and fsQCA," Technology in Society, Elsevier, vol. 68(C).
    4. Arroyabe, Marta F. & Arranz, Carlos F.A. & Fernandez De Arroyabe, Ignacio & Fernandez de Arroyabe, Juan Carlos, 2024. "Analyzing AI adoption in European SMEs: A study of digital capabilities, innovation, and external environment," Technology in Society, Elsevier, vol. 79(C).
    5. Furstenau, Leonardo Bertolin & Zani, Carolina & Terra, Stela Xavier & Sott, Michele Kremer & Choo, Kim-Kwang Raymond & Saurin, Tarcisio Abreu, 2022. "Resilience capabilities of healthcare supply chain and supportive digital technologies," Technology in Society, Elsevier, vol. 71(C).
    6. Miozza, Mario & Brunetta, Federica & Appio, Francesco Paolo, 2024. "Digital transformation of the Pharmaceutical Industry: A future research agenda for management studies," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    7. Samuel Adomako & Nguyen Phong Nguyen, 2024. "Digitalization, inter-organizational collaboration, and technology transfer," The Journal of Technology Transfer, Springer, vol. 49(4), pages 1176-1202, August.
    8. Nam, Jinyoung & Kim, Junghwan & Jung, Yoonhyuk, 2023. "Understandings of the AI business ecosystem in South Korea: AI startups' perspective," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 278005, International Telecommunications Society (ITS).
    9. Saha, Esha & Rathore, Pradeep & Parida, Ratri & Rana, Nripendra P., 2022. "The interplay of emerging technologies in pharmaceutical supply chain performance: An empirical investigation for the rise of Pharma 4.0," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    10. Kumar, Shashank & Raut, Rakesh D. & Queiroz, Maciel M. & Narkhede, Balkrishna E., 2021. "Mapping the barriers of AI implementations in the public distribution system: The Indian experience," Technology in Society, Elsevier, vol. 67(C).

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