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dc.contributor.authorBag, S.
dc.contributor.authorGupta, S.
dc.contributor.authorKumar, A.
dc.contributor.authorSivarajah, Uthayasankar
dc.date.accessioned2020-12-23T09:30:50Z
dc.date.accessioned2021-01-13T09:36:24Z
dc.date.available2020-12-23T09:30:50Z
dc.date.available2021-01-13T09:36:24Z
dc.date.issued2021-01
dc.identifier.citationBag 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18308
dc.descriptionYesen_US
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.indmarman.2020.12.001en_US
dc.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.en_US
dc.subjectArtificial intelligenceen_US
dc.subjectBig dataen_US
dc.subjectKnowledge managementen_US
dc.subjectB2B marketingen_US
dc.subjectFirm performanceen_US
dc.titleAn integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performanceen_US
dc.status.refereedYesen_US
dc.date.Accepted2020-12-07
dc.date.application2020-12-22
dc.typeArticleen_US
dc.date.EndofEmbargo2022-12-23
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 23 Dec 2022.en_US
dc.date.updated2020-12-23T09:31:03Z
refterms.dateFOA2021-01-13T09:37:03Z
dc.openaccess.statusGreenen_US


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