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

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    Publication date
    2021-01
    End of Embargo
    2022-12-23
    Author
    Bag, S.
    Gupta, S.
    Kumar, A.
    Sivarajah, Uthayasankar
    Keyword
    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
    
    Metadata
    Show full item record
    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
    https://doi.org/10.1016/j.indmarman.2020.12.001
    Type
    Article
    Notes
    The full-text of this article will be released for public view at the end of the publisher embargo on 23 Dec 2022.
    Collections
    Management and Law Publications

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