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The role of generative AI in management consulting: a descriptive exploration of the strategic use and business model integration of generative AI

2026-01-20Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorBerti, Marco
dc.contributor.authorNöcker, Theresa Christina
dc.date.accessioned2026-05-22T09:57:35Z
dc.date.available2026-05-22T09:57:35Z
dc.date.issued2026-01-20
dc.date.submitted2026-02-23
dc.description.abstractGenerative Artificial Intelligence (GenAI) is reshaping knowledge-intensive work and has become a strategic priority for management consulting firms. However, systematic evidence on how consulting organisations implement GenAI and manage the associated organisational transition remains limited. This study addresses this gap through an exploratory qualitative design based on 18 expert interviews across Tier-1, Tier-2 and Big Four consulting firms in Germany. The findings show that GenAI primarily acts as an augmentative tool, accelerating research and content production while shifting effort toward evaluation and judgment. Adoption patterns vary across firms and are shaped by the interaction of organisational conditions, consultants’ sensemaking of GenAI, and emerging capability requirements.eng
dc.identifier.tid204241588
dc.identifier.urihttp://hdl.handle.net/10362/203301
dc.language.isoeng
dc.relationUID/00124/2025
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectGenerative AI
dc.subjectManagement consulting
dc.subjectStrategic integration
dc.subjectOperational transformation
dc.subjectOrganisational adoption
dc.subjectSensemaking
dc.subjectChange management
dc.titleThe role of generative AI in management consulting: a descriptive exploration of the strategic use and business model integration of generative AIeng
dc.typemaster thesis
dspace.entity.typePublication
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Master`s degree in (International) Management from the Nova School of Business and Economics

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NSBE - MA Dissertations