Thumbnail Image
Publication

An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance

Bag, S.
; 
Gupta, S.
; 
Kumar, A.
; 
Publication Date
2021-01
End of Embargo
Supervisor
Keywords
Artificial intelligence, Big data, Knowledge management, B2B marketing, Firm performance
Rights
© 2020 Elsevier Inc. All rights reserved. . Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
07/12/2020
Institution
Department
Awarded
Embargo end date
Collections
Management and Law Publications
Show all metadata
Files
Thumbnail Image
Sivarajah_et_al_Industrial_Marketing_Management.pdf
Adobe PDF, 532.55 KB
To keep suppressed
Microsoft Word, 454 KB
Additional title
Abstract
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.
URI
http://hdl.handle.net/10454/18308
Version
Accepted manuscript
Citation
Bag S, Gupta S, Kumar et al (2021) An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management. 92: 178-189.
Link to publisher’s version
Link to published version
Link to Version of Record
https://doi.org/10.1016/j.indmarman.2020.12.001
Type
Article
Qualification name
Notes