When Does AI Pay Off? Environmental Dynamism as a Contingency for AI-Enabled Competitive Strategies
When Does AI Pay Off? Environmental Dynamism as a Contingency for AI-Enabled Competitive Strategies Authors Patrick Mikalef Publication details ISSUE 173 2026 Keywords Artificial Intelligence; Competitive Strategy; Environmental Dynamism; Market Turbulence; PLS-SEM Abstract Purpose Despite accelerating organizational investment in artificial intelligence (AI), the conditions under which AI-enabled competitive strategies translate into performance gains remain poorly […]