Marcin Molin’s scientific contributions

Purpose: The paper shows the Artificial Intelligence (AI) company implementation process aimed at improving customer care, which is treated as an exemplification of crafting dynamic marketing capabilities. Design/methodology/approach: The study employs case study analysis, focusing on Philips in the health and well-being market. Findings: The paper provides Philips' AI integration process in customer care, emphasizing the use of GPT models and Retrieval Augmented Generation (RAG) to customize AI responses with company-specific data. Research limitations/implications: Future research should explore AI’s impact on other industries, incorporating quantitative financial and operational outcomes analysis. Longitudinal studies should assess how AI strategies evolve. Key areas for further investigation include ethical and privacy issues, AI implementation in small and medium enterprises (SMEs), and cross-cultural contexts. The research’s limitations include its single case study focus, lack of quantitative data, and short-term AI adoption analysis. Practical implications: AI tools, such as chatbots, can improve customer care efficiency, accuracy, and speed, reducing agent workload and enhancing consumer experiences. For Philips, AI integration in customer care leads to increased consumer satisfaction and loyalty. AI streamlines customer service, reduces operational costs, and allows businesses to scale support without proportional staffing increases, driving profitability and strengthening market positioning. However, human supervision remains critical to ensure accuracy and prevent AI-generated errors, while privacy safeguards must be in place to protect data. Originality/value: The study highlights AI's transformative role in helping businesses navigate market complexities and the use of new technology in improving customer care processes.

Purpose: The article aims to identify leadership challenges within the consumer goods market during the exceptional circumstances of COVID-19 and focus on the experiences of Philips company management. Design/methodology/approach: The methods used in the research are participant observation, managerial point of view, and the descriptive/illustrative and retrospective case study, which offered an understanding of how leadership functions in response to disruptive conditions. Findings: The analysed company faced supply chain disruptions, manufacturing adjustments, operational logistics issues, and demand fluctuations. There were implemented safety protocols, adjusted people management practices for remote work, prioritised health and safety, and focused on the mental well-being of employees. Philips continued to optimise the supply chain, enhance e-commerce capabilities, implement AI, and focus on sustainability and refurbishment. Research limitations/implications: The findings are based on a case study, limiting the generalizability of results to other companies, even in the consumer goods market. The participant observation method introduces subjectivity, as the Author actively participated in managerial activities at Philips. Future research should explore leadership challenges across various industries, enabling a broader understanding of how different sectors navigated disruptions. Practical implications: Leaders should prioritise building agile and resilient organisations. The ability to adapt quickly to unexpected challenges. This involves developing contingency plans, flexible work arrangements, and supply chain strategies that can withstand disruptions. Companies should prioritize the well-being of their employees. This involves implementing measures such as mental health support, flexible work arrangements, and clear communication about safety guidelines. Investing in employee training and development, especially digital skills, for adapting to the evolving work landscape. Originality/value: A comprehensive overview of the challenges businesses face before, during, and after the COVID-19 pandemic and offering insights into the leadership employed by Philips in navigating disruptions. Highlighting industry-specific challenges and the importance of market leadership. 634 O. Witczak, M. Molin