TY - JOUR
T1 - An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance
AU - Bag, Surajit
AU - Gupta, Shivam
AU - Kumar, Ajay
AU - Sivarajah, Uthayasankar
N1 - Publisher Copyright:
© 2020 Elsevier Inc.
PY - 2021/1
Y1 - 2021/1
N2 - This study examines the effect of big data powered artificial intelligence on customer knowledge creation, user knowledge creation and external market knowledge creation to better understand its impact on B2B marketing rational decision making to influence firm performance. The theoretical model is grounded in Knowledge Management Theory (KMT) and the primary data was collected from B2B companies functioning in the South African mining industry. Findings point out that big data powered artificial intelligence and the path customer knowledge creation is significant. Secondly, big data powered artificial intelligence and the path user knowledge creation is significant. Thirdly, big data powered artificial intelligence and the path external market knowledge creation is significant. It was observed that customer knowledge creation, user knowledge creation and external market knowledge creation have significant effect on the B2B marketing-rational decision making. Finally, the path B2B marketing rational decision making has a significant effect on firm performance.
AB - This study examines the effect of big data powered artificial intelligence on customer knowledge creation, user knowledge creation and external market knowledge creation to better understand its impact on B2B marketing rational decision making to influence firm performance. The theoretical model is grounded in Knowledge Management Theory (KMT) and the primary data was collected from B2B companies functioning in the South African mining industry. Findings point out that big data powered artificial intelligence and the path customer knowledge creation is significant. Secondly, big data powered artificial intelligence and the path user knowledge creation is significant. Thirdly, big data powered artificial intelligence and the path external market knowledge creation is significant. It was observed that customer knowledge creation, user knowledge creation and external market knowledge creation have significant effect on the B2B marketing-rational decision making. Finally, the path B2B marketing rational decision making has a significant effect on firm performance.
KW - Artificial intelligence
KW - B2B marketing
KW - Big data
KW - Firm performance
KW - Knowledge management
UR - https://www.scopus.com/pages/publications/85099522162
U2 - 10.1016/j.indmarman.2020.12.001
DO - 10.1016/j.indmarman.2020.12.001
M3 - Article
AN - SCOPUS:85099522162
SN - 0019-8501
VL - 92
SP - 178
EP - 189
JO - Industrial Marketing Management
JF - Industrial Marketing Management
ER -