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Economic Thought and Practice, , 2026.

Original scientific paper

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 id orcid.org/0000-0002-7918-6033 ; Sumy National Agrarian University, Sumy, Ukraine, Department of Economic and Entrepreneurship
Oleksandr Dorokhov orcid id orcid.org/0000-0002-0737-8714 ; University of Tartu, Tartu, Estonia, Department of Public Economics and Policy *
Viktoriia Riashchenko ; ISMA University of Applied Sciences, Riga, Latvia, Department of Management
Valentуna Yatsenko ; Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine, Department of Entrepreneurship, Trade and Tourism Business
Oleksii Yermolenko ; Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine, Department of Economics and Social Sciences

* Corresponding author.

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Abstract

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.

Keywords

artificial intelligence; startup; Baltic countries; competitive advantages; business model; strategic integration; innovation

Hrčak ID:

344315

URI

https://hrcak.srce.hr/344315

Publication date:

10.2.2026.

Article data in other languages: croatian

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