Generative AI Adoption in B2B Firms: Ethical Governance, Innovation Capabilities, and Long-Term Competitive Performance — Alves et al. (2026)
The rapid diffusion of generative artificial intelligence (GenAI) is reshaping organisational systems and digital transformation strategies, yet it remains unclear which organisational conditions are associated with long-term competitive performance in business-to-business (B2B) contexts. This study adopts a systems-informed perspective and examines how ethical governance, environmental dynamism, exploratory and exploitative innovation, and GenAI adoption are associated with long-term competitive performance in B2B firms. Using survey data from 104 Portuguese B2B managers and Partial Least…
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