BI Norwegian Business School

This exploratory study examined demographic, self-esteem, and work-personality correlates of a measure of Horney's Neurotic Needs: Moving Away (Detachment), Moving Against (Aggression), and Moving Toward (Compliance) Others. In all, 319 adults completed the Horney-Coolidge Tri-dimensional Inventory (HCTI), High Potential Trait Indicator (HPTI), and a short measure of self-esteem. The internal reliability of all main factors was satisfactory. Correlational analysis at the factor level showed that none of the Horney scales were significantly correlated with Conscientiousness, but all were negatively correlated with Adjustment. With the six HPTI traits as the criterion variable, demographics, self-esteem, and the three Horney factors were entered as predictor variables. All regressions significantly explained between a tenth and a quarter of the variance. The analyses of traits Adjustment, Risk Approach and Competitiveness accounted for most of the variance. The analysis was repeated using the nine Horney facets. The results suggested that the three Horney traits could be considered "dark-side" variables and a useful measure of personality in applied settings.

Kunstig intelligens (KI) er i ferd med å radikalt endre hvordan folk jobber og løser problemer i organisasjoner – og ikke minst hvordan man tar beslutninger. Ny forskning viser imidlertid at det store flertallet av KI-prosjekter ikke blir satt i drift og brukt. I denne studien undersøker vi hvordan elleve norske og internasjonale KI-prosjekter gjennomføres for å støtte operasjonelle beslutninger. Vi identifiserer de viktigste praksisene, de mest fremtredende fallgruvene og de mest avgjørende suksessfaktorene basert på en kvalitativ analyse av 28 intervjuer fra organisasjoner som har implementert KI. Funnene indikerer at å lykkes med KI krever grundig problemforståelse, et godt datagrunnlag, tålmodighet, samarbeid og bygging av tillit til systemet. Ved å følge disse prinsippene kan organisasjoner øke sannsynligheten for å realisere verdien av KI. Studien konkluderer med at KI riktig implementert kan støtte og forbedre menneskelige beslutningsprosesser og dermed fremme mer bærekraftige og effektive beslutninger i organisasjoner. English abstract How to Develop and Implement Artificial Intelligence for Smarter Organizational Decision-Making Artificial intelligence (AI) is radically changing how people work and solve problems in organizations, not to mention how decisions are made. However, new research shows that the vast majority of AI projects are not put into operation and used. In this study, we examine how 11 Norwegian and international AI projects are conducted to support operational decisions. We identify the most important practices, most prominent pitfalls, and the key success factors based on a qualitative analysis of 28 interviews with organizations that have implemented AI. The findings indicate that succeeding with AI requires thorough problem understanding, a solid data foundation, patience, collaboration, and building trust in the system. By following these principles, organizations can increase the likelihood of realizing the value of AI. The study concludes that AI, when properly implemented, can support and enhance human decision-making processes, thereby promoting more sustainable and effective decisions in organizations.

Artikkelen belyser hvordan kunstig intelligens (KI) endrer grunnleggende forestillinger og antakelser for strategi, organisasjonsutvikling og ledelse i en kontekst preget av rask teknologiutvikling. Studien bygger på topplederes egne refleksjoner om det å realisere verdiskaping fra KI, og viser at usikkerhet i økende grad forstås som en permanent rammebetingelse. Artikkelen argumenterer for at digital forestillingsevne – evnen til å utforske og forme fremtidige muligheter gjennom praktisk eksperimentering og læring – utgjør en kritisk kapabilitet for å håndtere usikkerhet. Digital forestillingsevne fungerer dermed som bindeleddet mellom teknologisk usikkerhet og strategisk handling, og som en forutsetning for organisatorisk og strategisk fornyelse og verdiskaping. English abstract Digital Imagination: The Key to Value Creation with AI This article examines how artificial intelligence (AI) reshapes fundamental assumptions underlying strategy, organizational development, and leadership in a context characterized by rapid technological change. The study draws on top executives’ own reflections on realizing value from AI and demonstrates how uncertainty is increasingly understood as a permanent operating condition rather than a temporary challenge. The article argues that digital imagination—defined as the capability to explore and shape future possibilities through practical experimentation and learning—constitutes a critical organizational capability for navigating uncertainty. Digital imagination thus functions as the bridge between technological uncertainty and strategic action, and as a prerequisite for organizational and strategic renewal and value creation.

For ledere innen markedsføring er det avgjørende spørsmålet ikke lenger Bør vi ta i bruk KI?, men snarere: Hvordan bør vi ta i bruk KI på måter som forsterker konkurransedyktig differensiering og styrker vår strategi i stedet for å undergrave den? Artikkelen tar for seg de praktiske implikasjonene av dette spørsmålet ved å undersøke (i) de nye risikoene markedsføringsledere står overfor når de tar i bruk KI, (ii) det skiftende reguleringslandskapet som former deres beslutninger, og (iii) et praktisk rammeverk for ansvarlig KI-implementering som gjør tillit, åpenhet og ansvarlighet til varig konkurransedyktig differensiering. Formålet med denne artikkelen er å sammenfatte dokumentasjon som ofte er fragmentert på tvers av litteraturen og i praksis, og anbefale endringer som kan sikre et varig konkurransefortrinn i en KI-forbedret virksomhet. English abstract Why AI Isn’t Enough: How Responsible Marketing Leadership Defines the Next Competitive Edge For marketing leaders, the critical question is no longer Should we adopt AI? but rather How should we adopt AI in ways that reinforce competitive differentiation and strengthen our strategy, rather than undermine it? This paper addresses the practical implications of this question by examining (i) the emerging risks marketing leaders face when deploying AI, (ii) the evolving regulatory landscape shaping those decisions, and (iii) a practical framework for responsible AI implementation that turns trust, transparency, and accountability into durable competitive differentiation. This paper synthesizes evidence that is often fragmented across the literature and practice and advocates changes that can secure a durable competitive advantage in AI-enhanced business.

Abstract Unlike the open retail sector, the market for large bank deposits has traditionally operated through private channels between banks and firms. This opacity impedes efficiency for market participants and makes the market empirically challenging to study due to data scarcity. We address this lack of empirical work by analyzing a unique dataset from an online deposit platform characterized by banks' transparent pricing and active firm-side selection. Our results provide new evidence on the dynamics of large deposit markets, showing that risk and return trade-offs govern market behavior: bank risk-levels dictate both pricing and deposit flows, and firms actively diversify across banks offering attractive rates. These findings suggest that innovative centralized platforms, by enhancing price transparency and access, can significantly reduce market frictions.

ABSTRACT The tourism industry is likely to face significant challenges stemming from climate change and fluctuations in travel costs. This study investigates the potential impacts of these factors on tourism demand in Fjord Norway, and shows that both environmental conditions and travel expenses play a substantial role in influencing tourism demand. However, tourists exhibit a higher sensitivity to variations in travel costs compared to changes in climatic conditions. The findings also indicate that Norwegian tourists, who possess a strong awareness of environmental issues, are less affected by the ramifications of climate change than their domestic counterparts with lower levels of environmental consciousness. In contrast, domestic tourists with high environmental awareness do not demonstrate significant differences in their responsiveness to economic changes compared to those with lower awareness. These insights hold considerable implications for the effective management of tourism in the Fjord Norway region.

BackgroundDelivering therapy through video consultations can increase the reach and impact of mental health care services. However, adoption varies, and there is a lack of professional consensus about the usefulness of video consultations in therapy settings.ObjectiveThis study aimed to explore mental health professionals’ experiences with and attitudes toward video consultations across different clinical environments in the private and public health care sectors in Norway to inform the design of future digitalized services.MethodsIn this qualitative study, we recruited leaders and clinicians from public hospitals and private clinics. We conducted semistructured interviews that mapped individual experiences and attitudes concerning video consultations, as well as contextual aspects concerning the participants’ professional environments. We used reflexive thematic analysis with an inductive, essentialist, and experiential orientation to analyze the data.ResultsA total of 24 mental health professionals (16 from public hospitals and 8 from private clinics) participated. Variations in their attitudes did not follow patterns reflecting the type of service or sector they worked in. Rather, attitudes seemed related to higher-level assumptions rooted in professional culture, societal values, and previous experiences. We generated six themes capturing and structuring the professional perspectives: (1) meta-perspectives on the digitalization of therapeutic rooms, (2) the “how” of service integration, (3) challenging therapist culture, (4) negotiating the limits of the digital therapy room, (5) creating clinical value from the digital format, and (6) adapting techniques and technology in digital therapy sessions.ConclusionsTo strengthen the adoption and impact of video consultations, we should direct attention toward higher-level societal and cultural aspects that shape attitudes and practices. We suggest incorporating digitalized therapy in education, facilitating personal experiences with video consultations, increasing the sharing of knowledge between clinical environments, and sparking innovation of both service models and technology.

ABSTRACT How do video game developers balance the pursuit of creative freedom with the demands of market responsiveness? Based on 62 in‐depth qualitative interviews with Swedish game developers, this article advances a theory of individual ambidexterity in the creative digital industries. We identify two core dimensions: creative autonomy, characterized by experimental playfulness, personal vision and independence, and resistance to market conformity, and market alignment, marked by responsive iteration, stakeholder engagement, and commercial mobilization. Rather than operating as simple trade‐offs, these dimensions constitute generative tensions that developers actively navigate and leverage. The study contributes to research on ambidexterity and paradox theory in innovation management by showing that contradictory demands in creative work are managed not only through structural and temporal separation but also through emergent, situated practices that allow creative intent and market logic to dynamically interpenetrate. By conceptualizing ambidexterity as a contextually enacted individual capability shaped by cognitive reframing, the study offers a practice‐based perspective on innovation in R&D‐intensive, culturally embedded sectors. These insights have important implications for how organizations structure autonomy, engage users, and sustain creative innovation under commercial constraints.

Reducing high sodium intake is a critical issue, but low-sodium foods are often less favored by consumers. To address this, companies are developing gustatory augmentation products as a potential solution (e.g., products that use microcurrents to stimulate taste receptors in the mouth), which enhances consumers’ salt perception to maintain pleasure while reducing actual salt use. However, how these products influence consumers’ desire to eat and food expectations remain unclear. This research addresses these gaps through three pre-registered online studies employing scenario-based designs. Study 1 found that merely imagining the use of gustatory augmentation products during a meal significantly decreased consumers’ overall desire to eat compared to the regular low-sodium condition. Study 2 explored the psychological mechanism underlying this effect, revealing that this effect was partly mediated by heightened negative self-perceptions. Study 3 examined the moderating role of social context (public, private), showing that public (vs. private) settings magnified the negative self-perceptions associated with these products, further lowering consumers’ desire to eat. This research addresses a critical research gap regarding how consumers respond to gustatory augmentation in low-sodium foods through psychological mechanisms related to self-perceptions.