Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Investigating the Impact of Artificial Intelligence Competencies on Organizational Performance Through Industrial Marketing Capabilities: A Case Study of Manufacturing Companies in Shahid Salimi Industrial Park, Tabriz

Document Type : Excerpt from master's thesis

Authors
Mohammad Reza Kousheshi 1
Leila Farvizi 2
Kousar Asadi 3
1 Department of Business Administration, Faculty of Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
2 Assistant Prof, Department of Management and Accounting, Nabi Akram University, Tabriz, Iran.
3 MSc in Business Management, Department of Management and Accounting, Nabi Akram University, Tabriz, Iran
JABM.3.2.15564.351256.32512547
Abstract
Objective: This study examines the impact of artificial intelligence (AI) competencies on organizational performance, with Industrial marketing capabilities acting as a mediating factor. Three key dimensions of AI competencies—IT infrastructure, business scope, and proactive stance—are considered, and their direct and indirect effects on organizational performance are analyzed through the enhancement of Industrial marketing capabilities. These capabilities include customer relationship management, product differentiation, customer service, sales promotion, and marketing research.
Methodology: This research employs a quantitative approach and a descriptive-analytical method. Data were collected using standardized questionnaires. The statistical population comprises 503 employees from the IT departments of manufacturing companies located in Shahid Salimi Industrial Park, Tabriz, who are directly engaged with AI-driven processes. The sample size was determined as 217 individuals based on the Morgan Table, and ultimately, 202 valid questionnaires were analyzed. Structural equation modeling (SEM) was utilized for data analysis, employing the Smart PLS software.
Findings: The results indicate that AI competencies have a significant positive impact on organizational performance, and this effect is strengthened through the mediating role of B2B marketing capabilities. Moreover, leveraging advanced AI technologies enhances strategic decision-making and boosts the competitiveness of manufacturing companies in Industrial markets.
Conclusion: Investing in IT infrastructure, expanding business vision, and fostering AI-driven innovations can enhance organizational performance and establish a sustainable competitive advantage in B2B markets. Additionally, implementing training programs, fostering an intelligent organizational culture, and adopting modern digital marketing models are recommended for manufacturing firms.
Keywords
Artificial intelligence competencies
Manufacturing companies
Organizational performance
Industrial marketing capabilities

Subjects

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  • Receive Date 17 March 2025
  • Revise Date 28 March 2025
  • Accept Date 05 April 2025