Experts’ Mindsets on Generative AI in Business-to-Business Professional Service Exports: A Q Methodology

• Davood Feiz ^[3] ; Maryam Asgharinajib ^[1] ; Shahryar Sorooshian ^[2]
  1. [1] Islamic Azad University

     Islamic Azad University

     Irán

     
  2. [2] University of Gothenburg

     University of Gothenburg

     Suecia

     
  3. [3] Faculty of Economics, Management and Administrative Sciences, Semnan University,Iran

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• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 21, Nº. 7, 2026
• Idioma: inglés
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• Resumen

  • The internationalization of business-to-business (B2B) professional services is being reshaped by generative artificial intelligence (GenAI). Despite its potential to enhance productivity and reduce export uncertainty, existing research has focused on B2C contexts, leaving a gap in understanding how B2B experts perceive and exploit this technology. This research, using a Q methodology, seeks to explore the discursive framework of experts’ mindsets regarding exploitation of GenAI to develop B2B professional services exports. Using 32 experts from five countries (Iran, United States, United Kingdom, Germany, and India), four mindsets were identified: (1) Human–GenAI Synergy, (2) Export Innovation Catalyst, (3) Facilitator of Managerial Mindset, and (4) Moral Hazard Paradox. By conceptualizing mindsets as intangible resources within the Resource-Based View (RBV) and interpreting their role through the Uppsala model, this study makes three contributions: enriching theory through discourse-based analysis of expert mindsets, extending Q methodology to B2B export research, and providing practical insights for human–GenAI collaboration, export innovation, and ethical governance. The findings indicate that successful GenAI-enabled export development depends not only on technological capabilities but also on how experts interpret, adopt, and utilize the technology. The results highlight the need to balance innovation with ethical risks to achieve export growth.