Ekonomska misao i praksa, , 2026.
Izvorni znanstveni članak
https://doi.org/10.17818/EMIP/2026/4
ARTIFICIAL INTELLIGENCE AS A TOOL FOR DEVELOPING BUSINESS STRATEGIES AND FORMING ADVANTAGES FOR HIGH-TECH STARTUPS
Valeriia Shcherbak
orcid.org/0000-0002-7918-6033
; Šumsko nacionalno agrarno sveučilište, Sumy, Ukrajina, Odjel za ekonomiju i poduzetništvo
Oleksandr Dorokhov
orcid.org/0000-0002-0737-8714
; Sveučilište u Tartuu, Tartu, Estonija, Odjel za javnu ekonomiju i politiku
*
Viktoriia Riashchenko
; Sveučilište primijenjenih znanosti ISMA, Riga, Latvija, Odjel za menadžment
Valentуna Yatsenko
; Nacionalno ekonomsko sveučilište Simon Kuznets Harkiv, Harkiv, Ukrajina, Odjel za poduzetništvo, trgovinu i turističko poslovanje
Oleksii Yermolenko
; Nacionalno ekonomsko sveučilište Simona Kuznjeca u Harkovu, Harkiv, Ukrajina, Odjel za ekonomiju i društvene znanosti
* Dopisni autor.
Sažetak
This study examines whether the strategic integration of artificial intelligence (AI) into managerial decision-making is associated with the development of sustainable competitive advantages. Addressing a gap in the literature on AI adoption in resource-constrained startup ecosystems, the research focuses on startups operating in the Baltic countries. Using a mixed-methods approach that combines survey data, financial analysis, and expert interviews, the study develops an original composite index to capture AI-driven competitive advantages across innovation, operational efficiency, and customer value. The empirical results demonstrate that deeper and more strategic AI integration is positively associated with stronger competitive advantages. The findings further reveal that this relationship is non-linear and significantly strengthened by access to financial resources. Overall, the study highlights that AI generates competitive benefits for startups only when implemented strategically and supported by adequate funding and human capital, offering important implications for startup founders, investors, and policymakers. Given the cross-sectional nature of the data, the reported relationships should be interpreted as associative rather than strictly causal.
Ključne riječi
artificial intelligence; startup; Baltic countries; competitive advantages; business model; strategic integration; innovation
Hrčak ID:
344315
URI
Datum izdavanja:
10.2.2026.
Posjeta: 458 *