Beyond Market Data: A Qualitative Study of AI-Mediated Tools' Potentials and Limitations in International Market Research with particular focus on intercultural knowledge
Author
Ashouri, Sara
Term
4. term
Publication year
2026
Pages
58
Abstract
This thesis examines how AI‑mediated market research tools can support international B2B market expansion by building intercultural market knowledge, especially where entry depends on local partners, relationships, and trust. Grounded in the current context of ULTRAAQUA, it uses a qualitative design based on content analysis of three academic articles (2023–2026), coded through five dimensions derived from Deardorff’s model of intercultural competence: open and non‑judgmental orientation, cultural self‑awareness and human reflexivity, intercultural market knowledge, context‑sensitive interpretation, and adaptable B2B implications. The analysis finds that AI helps with early‑stage market screening, organizing complex information, identifying market actors, comparing potential markets, and sharpening questions before entry. However, outputs can be biased, overly general, and insufficiently sensitive to cultural meanings, local business practices, and relationship‑based conditions. For companies like ULTRAAQUA, AI should therefore be used as a support tool in the preparation phase and validated against local sources such as distributors, consultants, and potential partners, while human judgment remains essential for assessing trust, credibility, technical fit, and long‑term cooperation. Overall, AI can help companies ask better questions and structure their research, but it cannot replace local validation, intercultural interpretation, or relationship‑based learning.
Denne afhandling undersøger, hvordan AI-medierede værktøjer til markedsanalyse kan støtte international B2B-markedsekspansion ved at opbygge interkulturel markedskundskab, særligt når markedsadgang afhænger af lokale partnere, relationer og tillid. Med udgangspunkt i den aktuelle kontekst hos ULTRAAQUA anvendes et kvalitativt design med indholdsanalyse af tre akademiske artikler (2023–2026), kodet efter fem dimensioner fra Deardorffs model for interkulturel kompetence: åben og ikke-dømmende orientering, kulturel selvbevidsthed og human refleksivitet, interkulturel markedskundskab, kontekstfølsom fortolkning samt tilpasningsdygtige B2B-implikationer. Analysen viser, at AI kan understøtte tidlig markedsafdækning, organisere kompleks information, identificere markedsaktører, sammenligne potentielle markeder og skærpe spørgsmål før indtræden. Samtidig kan output være biased, for generelle eller utilstrækkeligt følsomme over for kulturelle betydninger, lokale forretningspraksisser og relationsbaserede vilkår. For virksomheder som ULTRAAQUA bør AI derfor bruges som et støtteværktøj i forberedelsesfasen og altid valideres via lokale kilder som distributører, konsulenter og potentielle partnere, mens menneskelig dømmekraft forbliver afgørende for at vurdere tillid, troværdighed, teknisk fit og langsigtet samarbejde. Overordnet kan AI hjælpe virksomheder med at stille bedre spørgsmål og strukturere deres research, men det kan ikke erstatte lokal validering, interkulturel fortolkning eller relationsbaseret læring.
[This apstract has been generated with the help of AI directly from the project full text]
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