Izazovi integracije ESG principa i veštačke inteligencije u menadžmentu prodaje
Challenges of integrating ESG principles and artificial intelligence in sales management
Apstrakt
Prodajni menadžment se nalazi na prekretnici, suočen sa dvostrukim pritiskom: zahtevom za digitalnom efikasnošću i imperativom korporativne odgovornosti. Ovaj rad istražuje kompleksnu tranziciju od tradicionalnih prodajnih modela ka digitalnom kontrolingu, analizirajući kako principi održivosti (eng. Environmental, Social and Governance – ESG) i veštačka inteligencija (eng. artificial intelligence – AI) preoblikuju ovu fundamentalnu poslovnu funkciju. Rad se ne zadržava na pukom opisu benefita, već kritički preispituje inherentne tenzije i rizike ove integracije. U srži ove analize leži koncept dvostruke materijalnosti kao okvira koji prodajne strategije primorava na suštinsku transparentnost, dok se AI posmatra kao moćan, ali i etički sporan alat za postizanje tih ciljeva. Kroz analizu, rad teži da ponudi nijansiran pogled na nove kompetencije i strateške pravce neophodne za uspeh u eri u kojoj se profitabilnost mora pomiriti sa odgovornošću.
Abstract
Sales management is at a crossroads, facing a dual pressure: the demand for digital efficiency and the imperative of corporate responsibility. This paper explores the complex transition from traditional sales models to digital controlling, analyzing how the principles of sustainability (Environmental, Social, and Governance – ESG) and artificial intelligence (AI) are reshaping this fundamental business function. The work does not merely describe the benefits; it critically examines the inherent tensions and risks of this integration. At the core of this analysis lies the concept of double materiality as a framework that forces sales strategies toward fundamental transparency, while AI is seen as a powerful, yet ethically controversial, tool for achieving these goals. Through this analysis, the paper aims to offer a nuanced view of the new competencies and strategic directions required for success in an era in which profitability must be reconciled with responsibility.
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