Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Examining the moderating role of Artificial Intelligence in the effect of Marketing Analysis Capability on Sustainable Competitive Advantage in the Digital Era: evidence from the manufacturing industry

Document Type : The scientific research paper

Authors
Hooshmand Bagheri Garbollagh 1
Mohammadreza Youneszadeh 2
Zahra Amirfarhood Bonab 2
1 Assistant Prof., Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
2 Bachelor of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran
JABM.3.2.15564.35887873.6308748574
Abstract
Purpose: The aim of the current research is to investigate the role of marketing key capabilities on sustainable competitive advantage with the moderating role of artificial intelligence.

Methodology: This study is applied in terms of purpose, descriptive and survey method. The statistical population of the present study includes all active manufacturing companies in Urmia. The sample size was 115 companies from the production, industrial and commercial companies of Urmia using a random and proportional method. Since entrepreneurs have the position of senior manager in most manufacturing companies; the questionnaires used in the study were completed by the senior managers of these companies. Data analysis was performed using structural equation modeling using SPSS22 and Smart PLS3 software.

Findings: The findings of the research showed that marketing analytics capability has a positive and significant effect on market sensing capability, market seizing capability, and market reconfiguring capability. Additionally, artificial intelligence moderates the relationship between marketing analytics capabilities, market sensing capabilities, market seizing capability, and market reconfiguring capabilities. Finally, the market sensing capability, market seizing capability and market reconfiguring capability have a positive and significant effect on sustainable competitive advantage.

Conclusion: Fierce competition among companies worldwide has accelerated the need to deploy artificial intelligence to gain an edge over competitors. Specifically, we propose the notion of artificial intelligence competence as a core competency of organizations that highlights the need for creative and harmonious deployment of artificial intelligence.
Keywords
artificial intelligence
digital transformation
sustainable competitive advantage
marketing key capabilities

Subjects

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Journal of Intelligent Marketing Management
Volume 5, Issue 3 - Serial Number 25
Summer 2024
Pages 156-172

  • Receive Date 22 April 2024
  • Revise Date 01 June 2024
  • Accept Date 10 July 2024