Call for PhD Applications : Transforming B2B Service Delivery with GenAI (14414)
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Job Description
Call for PhD Applications:Transforming B2B Service Delivery with GenAI
PhD Supervisors:
Dr. Kofi Osei-Frimpong (Associate Professor of Marketing)
Dr. Nouha Berrada (Assistant Professor of Marketing)
Funding: 4-year doctoral contract starting in October 2025
Location: Rabat Morocco
Prerequisite: Master degree in Marketing Business & Management Collective Intelligence Computer Science Economics Agricultural Sciences (and fields of research related to the project)
Application process: description
This study explores the integration of Generative AI (GenAI) into business-to-business (B2B) service delivery focusing on workforce transformation ethical challenges business model innovation and customer experience optimization. The findings will equip B2B firms with practical strategies to harness GenAIs potential while navigating its complexities ensuring competitive advantage and stronger customer relationships in a rapidly evolving market. The PhD candidate will be part of the project team and carry out studies within the African context that makes significant contribution to both theory and business transformation in the B2B sector through the application of relevant marketing concepts and theories.
Doctoral Research Topic
As digital transformation and advanced technologies redefine consumer expectations and intensify competition GenAI emerges as a transformative tool for enhancing efficiency enabling predictive analytics and enhancing innovation. Despite its potential B2B firms face significant challenges including workforce reskilling ethical concerns around data privacy and transparency and the need to balance automation with human interaction. This presents several avenues to explore to better understand how B2B firms are integrating GenAI in transforming their service delivery. Interested candidates are encouraged to acquaint themselves with the existing literature. Sample sources are provided below:
Huang M. H. & Rust R. T. (2024). The caring machine: Feeling AI for customer of Marketing88(5) 1-23.
Johnston W. J. & Cortez R. M. (2024). Business-to-business digitalization artificial intelligence and social of business research.
Davenport T. Guha A. Grewal D. & Bressgott T. (2020). How artificial intelligence will change the future of of the Academy of Marketing Science48 24-42.
Li S. Peng G. Xing F. Zhang J. & Zhang B. (2021). Value co-creation in industrial AI: The interactive role of B2B supplier customer and technology Marketing Management98 105-114.
Thomaz F. Salge C. Karahanna E. & Hulland J. (2020). Learning from the Dark Web: leveraging conversational agents in the era of hyper-privacy to enhance of the Academy of Marketing Science48 43-63.
Ameen N. Pagani M. Pantano E. Cheah J. H. Tarba S. & Xia S. (2025). The rise of humanmachine collaboration: managers perceptions of leveraging artificial intelligence for enhanced B2B service Journal of Management36(1) 91-109.
The successful candidate will conduct impactful research on transforming B2B service delivery with GenAI within the African context write up several manuscripts for high-quality academic journals and also contribute to the transformation of business practices.
Research Questions
Below are sample research questions (but not limited to these only)
How can B2B firms effectively integrate GenAI to enhance customer experience across service delivery creation and interaction touchpoints
What AI-enabled business models are emerging in B2B markets and how do they contribute to value creation for firms and customers
What ethical challenges do B2B firms face in the responsible integration of GenAI and how can these be managed effectively
How are the roles and skillsets of B2B marketing and service employees evolving in response to the integration of generative AI (GenAI)
Skills
You have a solid background in marketing or a related field excellent English skills and experience in at least one of the following research skills: multiple case study designs and experimental designs. You have strong analytical skills; you are self-motivated and you are able to deliver high-quality output under severe time pressure and you are resilient to stress and setbacks.
Supervisor information
Dr. Kofi is an Associate Professor of Marketing and the Director of the Doctor of Business Administration program at Africa Business School (ABS) University Mohammed VI Polytechnic Rabat Morocco. He holds a PhD in Marketing from the University of Strathclyde Glasgow UK. He is also a Research Fellow at the Vlerick Business School Belgium. Kofi has 10 years experience in higher education and combines research and teaching. He has also regularly presented competitive papers at reputable international service research and Marketing conferences in several countries. Kofi has published in internationally reputable academic journals as well as books and book chapters click here.
Dr. Berrada gets her PHD in strategic management with the highest honors from Hassan II university at Casablanca. She is professor of Marketing and strategic management. She began her career at EY as a strategy consultant and continue as a professor advisor for OCP. She is also a key note speaker and master of ceremony. She was nominated and strategy expert for the pharmacien manager platform. She is a lecturer for pharmaceutical industry and she helps pharmacist and medicals to develop their managerial skills. She is the co-founder of two textile brands : Filharmony and Filmed; Her research focuses on value based strategies in relation with customer centricity and competitive intelligence. click here.
Application Deadline:
June 30th 2025.
Contact Information:
For inquiries and application submissions please contact
Website: ABS :
Africa Business School supports the transformation of organizations through Research Advisory and Learning. Our goal is toimpactthe operating models of your organization bysupportingindividuals through this transformation. Established in 2016 with the aim of being the leading business school in Africa specializing in Research Advisory and LearningABS is the business school ofMohammed VI Polytechnic University (UM6P).Dedicated to creatingthe continents future leadersthrough training research and innovation ABS aspires to make learners confident inresponding to the most crucial challenges facing Africaand the world. Africa Business School introduces a different perspective to leadership with a hybrid approach to teaching centered on the human being. All of its programs take a holistic approach aiming for the participants to develop analytical and practical skills both quantitative and qualitative cognitive and emotional managerial and technological. A cornerstone of their studies is training them on their sense of responsibility to society tobe culturally and socially responsible leaders.
Employment Type
Full Time
