Proceedings of the British Academy of Management Conference BAM 2026. ISBN 978-0-9956413-8-9

L. : British Academy of Management, 2026.

The conference theme "Thriving Together: Impact, Innovation, and Inclusion in Business and Management" encapsulates the core values and strategic priorities of the British Academy of Management (BAM) for 2024-2028. The theme is also aligned with Royal Holloway, University of London research priorities.

It emphasises the importance of fostering a collaborative and supportive environment within the business and management community, where individuals and institutions can work together to make a positive impact on society, drive innovation, and promote inclusivity.

 

Chapters

AI Applications in B2B Marketing: the Example of IT Companies Operating in the Banking Sector

Serova E., Glukhova P., , in: Proceedings of the British Academy of Management Conference BAM 2026. ISBN 978-0-9956413-8-9.: L.: British Academy of Management, 2026. P. 1–14.

The issues of AI applications are widely debated in scientific and business communities. Many businesses are investing in AI, but are disappointed by the insufficient results. Unfortunately, not many companies are yet reaping significant benefits from AI. This research is aimed to extend prior data on the effects of AI tools in the marketing practices ...

Added: June 8, 2026

Keywords: бизнес, менеджмент, инновации, management, innovation, инклюзивность, inclusion, business