University of Twente Student Theses
Adoption of Artificial Intelligence in Small and Medium-Sized Enterprises : A Case Study of AI Integration in the Dutch Fashion Industry
Timpert, S. (2025) Adoption of Artificial Intelligence in Small and Medium-Sized Enterprises : A Case Study of AI Integration in the Dutch Fashion Industry.
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| Abstract: | This thesis explores how a medium-sized enterprise (SME) in the Dutch fashion industry can effectively adopt artificial intelligence (AI) to create business value. Despite the recognized potential of AI, SMEs often face unique challenges related to limited resources, organizational readiness, and data infrastructure. Using an embedded single-case study approach, data were collected through 24 semi-structured interviews across 13 departments in a fashion SME with approximately 70 employees. The study is guided by the organizational framework of AI and business value. Findings reveal a wide range of valuable AI use cases across all departments. The most promising AI use cases found were automatic communication with customers, inventory management and demand forecasting, and general AI for written communication. While the results are context specific, the study offers practical and theoretical insights applicable to similar SMEs. Organizations with similar processes could apply the same AI use cases mentioned in this study. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106338 |
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