The Impact of Digital Transformation and AI on Project Management in International Business: Amazon Case Study
Author
Matos Pinto, Bernardo
Term
4. Semester
Publication year
2025
Submitted on
2025-06-02
Pages
60
Abstract
Denne afhandling undersøger, hvordan digital transformation – især automatisering og kunstig intelligens (AI) – ændrer projektledelse i multinationale virksomheder gennem et enkelt indlejret casestudie af Amazon. Undersøgelsen anvender en blandet metode, der kombinerer spørgeskemaer og semistrukturerede interviews med medarbejdere, der arbejder med projektopgaver. Med udgangspunkt i Resource-Based View (RBV) og Dynamic Capabilities Theory (DCT) opstiller studiet en a priori ramme til at vurdere AI’s indflydelse på tre dimensioner: organisatorisk koordinering, digital effektivitet og menneskelig tilpasningsevne, og udvikler en a posteriori ramme på baggrund af de empiriske resultater. De rapporterede fund peger på, at AI-teknologier kan forbedre produktivitet, risikohåndtering og beslutningstagning, men også medfører udfordringer såsom kompetencemangel, etiske problemstillinger, modstand mod forandring samt problemer med integration af legacy-systemer, datakvalitet, cybersikkerhed og omkostninger. Afhandlingen forbinder teori og praksis og giver praktiske indsigter til virksomheder, der navigerer i digital transformation i projektkontekster.
This thesis examines how digital transformation—particularly automation and artificial intelligence (AI)—is reshaping project management in multinational firms through a single embedded case study of Amazon. Using a mixed-methods design, it combines survey data and semi-structured interviews with employees involved in project work. Grounded in the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT), the study proposes an a priori framework to assess AI’s influence across organizational coordination, digital efficiency, and human resource adaptability, and develops an a posteriori framework from the empirical results. Findings reported in the excerpt indicate that AI technologies enhance productivity, risk management, and decision-making, while introducing challenges such as skill shortages, ethical concerns, resistance to change, and issues with legacy system integration, data quality, cybersecurity, and costs. By linking theory and practice, the thesis offers practical insights for organizations navigating digital transformation in project contexts.
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