Artificial Intelligence as Cost-Effective Driver of Competitive Advantage in SMEs: A Case Study of Errezeta

This thesis investigates the potential for artificial intelligence to enhance the competitive advantages of small and medium-sized enterprises (SMEs). The purpose of the research is to create an AI-driven decision-support model for SMEs that enhances managerial decision-making and overall company performance, without requiring major R&D investment. The research adopted a qualitative case study approach, combining theoretical and empirical analysis with an investigation of a specific case Errezeta, a company operating in B2B trading. The study explores practical challenges and managerial implications of the feasibility and managerial implications of AI integration into SMEs, highlighting how AI tools can be leveraged to strengthen competitiveness.The thesis contributes to the academic debate on digital transformation as a dynamic capability while providing a tangible, practical 'user manual' to guide SME managers in their journey toward AI adoption and competitive growth.