CTF seminar with Kieran Tierney

Welcome to CTF seminar! 

Kieran Tierney, Senior Lecturer in Marketing at RMIT University in Melbourne, warmly welcomes you all to a CTF seminar! 

Title of the seminar: Examining the Strategic Approach to Collaborative SDG B2B Multi-Stakeholder  Partnerships via Generative Artificial Intelligence (AI) Content Analysis

Date: June 5 

Time: 10.15-11.30

Room: 11A 316

Short description:

SDG17 – Partnerships for the Goals highlights to achieve the preceding 16 SDGs, collaboration from organizations across all sectors is critical. However, within existing Business-to-Business (B2B) marketing research there is a critical gap in understanding how organizations in B2B multi-stakeholder partnerships approach collaborative projects strategically for the achievement of the SDGs. To address this knowledge gap, we scraped projects dedicated to SDG17 on the United Nations (UN) SDG Action Platform to examine the enactment of SMART collaborative objectives, action steps, partnership management mechanisms and evaluation of projects. A total of 1,759 usable projects were collected for analysis. We applied a novel analytical approach to content analyze data using Gemini 2.0, a generative AI large language model (LLM). This involved iteratively training the model with relevant n-shot prompting until inter-coder reliability between human coders and model coding was 95% (on a sample of 210 projects), thus ensuring reliability. We answer calls for greater insight into B2B marketing research concerned specifically with SDG17 by showing the strategic management foundations of B2B multi-stakeholder partnerships underpinning the SDGs were generally deficient, with many projects omitting critical elements of the collaborative management process. This included a significant absence of SMART objectives for value co-creation, ambiguous operational planning around partnership management mechanisms, and a lack of evaluation to ensure objectives were achieved. Our findings provide significant managerial insight for organizations involved in B2B multi-stakeholder partnerships for the SDGs.

(The seminar will be held in English).

For more information please contact charlotta.andersson@kau.se