دسته بندی:

مدیریت دانش - knowledge management

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سال انتشار:

2021

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عنوان انگلیسی مقاله:

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

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ترجمه فارسی عنوان مقاله:

یک چارچوب هوش مصنوعی یکپارچه برای ایجاد دانش و تصمیم گیری منطقی بازاریابی B2B برای بهبود عملکرد شرکت

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منبع:

ScienceDirect- Elsevier- Industrial Marketing Management, 92 (2021) 178-189: doi:10:1016/j:indmarman:2020:12:001

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نویسنده:

Surajit Bag

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چکیده انگلیسی:

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.
keywords: هوش مصنوعی | داده های بزرگ | مدیریت دانش | بازاریابی B2B | عملکرد شرکت | Artificial intelligence | Big data | Knowledge management | B2B marketing | Firm performance

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قیمت: رایگان

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توضیحات اضافی:

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