Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Examining the impact of artificial intelligence, product innovation, and process innovation on firm performance, considering the moderating role of leadership support

Document Type : Original Article

Authors
1 Assistant Prof. Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.
2 Assistant Prof. Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran
3 MSc of Business Administration, Faculty of Management and Finance, Khatam University, Tehran, Iran.
Abstract
Today, technological advancements have led to an exponential increase in the computational capacity and speed of computers, as well as the development of statistical software. Consumers benefit from AI-based services, gaining faster and better experiences, while their expectations for service quality from providers rise. The main aim of this study is to examine the impact of artificial intelligence, product innovation, and process innovation on firm performance, considering the moderating role of leadership support. The research method is applied, descriptive-analytical, and data analysis was conducted using Structural Equation Modeling (SEM) with SPSS and SmartPLS software. First, the reliability and validity of the measurement tools were assessed and confirmed; then, the direct and indirect effects of the variables were analyzed. The statistical population included small and medium-sized companies active in Tehran across various industrial sectors, with data collected via a standard questionnaire. The findings indicate that leveraging AI technologies and strengthening innovations can play a key role in improving firm performance. Additionally, balanced leadership support can positively facilitate organizational processes. Ultimately, this study demonstrates that leadership support plays a vital role in reinforcing and amplifying the impact of key factors. Effective leadership, through appropriate encouragement and guidance, significantly increases the added value of these factors. Therefore, developing leadership skills and fostering a supportive organizational culture are essential.
Keywords

Subjects


  1. اندایش, سیف اله و کیان راد, زهرا . (1403). تحلیل علم سنجی کاربرد هوش مصنوعی در تبلیغات. مدیریت تبلیغات و فروش, 5(4), 197-212. doi: 10.22034/asm.2025.2051318.3339

    اسمعیلی مجید, بوداقی خواجه نوبر حسین, قره بیگلو حسین, شاهین پور علی. (1404). تعیین مولفه ها و نقاط تماس بعد تبلیغات ترویجی از ابعاد بازاریابی اجتماعی در اهدای عضو.

    بابایی فارسانی, میثم, فتح اللهی, سهیلا, مرادی, مینا. (1401). تحلیل رابطه رهبری دانش‌محور، رفتار مدیریت دانش و عملکرد نوآوری (نمونه پژوهش: شرکت‌های کوچک و متوسط استان چهارمحال و بختیاری). مدیریت راهبردی دانش سازمانی, 5(1), 135-163. doi: 10.47176/smok.2022.1394   

    پازوکی, صراف, جعفری, باغانی. (2021). کاربرد هوش مصنوعی در شناسایی عوامل عملکردی مؤثر بر سلامت مالی. مهندسی مالی و مدیریت اوراق بهادار, 12(48), 371-390.‎

    جعفری حامد. (1402). رویکرد نظریه بازی برای تحلیل تصمیمات قیمت گذاری و تبلیغات مشارکتی دو محصول جایگزین تحت زنجیره تأمینی شامل دو تولیدکننده و دو فروشنده.

    حاجی کریمی, کریمی جعفری, کرسوی کاشانی. (2021). بررسی تاثیر قابلیت‌های دیدگاه منبع‌محور و پویا بر عملکرد بین‌المللی شرکت‌های کوچک و متوسط با میانجی‌گری مزیت رقابتی. تحقیقات نوین مدیریت خاتم, 2(1), 19-39.‎

    حسین زاده, وهاب زاده, شادان, مهرانی. (2020). تأثیر قابلیت‌های بازاریابی خارجی و درگیری ذهنی مشتریان بر عملکرد شرکت با نقش میانجی نوآوری محصول و استراتژی انعطاف‌پذیر. مدیریت بازاریابی, 15(46), 15-31.‎

    خادمی, بدری, فرازنده. (2021). تأثیر قابلیت حسگری بازار بر عملکرد شرکت با نقش میانجی نوآوری و سیستم مدیریت برند. مدیریت بازاریابی, 15(49), 55-72.‎

    رحیمی کلور, حسین و محمدخانی, رحیم . (1403). طراحی مدل پیامدهای کاربرد هوش مصنوعی و یادگیری ماشین در تبلیغات و فروش. مطالعات مدیریت کسب و کار هوشمند, 12(48), 223-270. doi: 10.22054/ims.2024.76711.2403

    سعیدی محمدصادق. (1403). بررسی تأثیر هوش تجاری بر مدیریت تبلیغات بین الملل (مطالعه موردی: شرکت های بازرگانی شهر اصفهان).

    سلیمانی حمیدرضا. (1403). بررسی تأثیر داده کاوی و تحلیل داده ها بر بازدهی کمپین های بازاریابی دیجیتالی: ابزارها، روش ها و مطالعات موردی.

    شیرمحمدی, یزدان, محمدی. (2023). استفاده از هوش مصنوعی و اینترنت اشیا در ایجاد دانش و تصمیم‌گیری منطقی بازاریابی برای بهبود عملکرد دفاتر خدمات مسافرتی. گردشگری و توسعه12(4), 49-63.‎

    علی پور، محمد، و فروتنی، سامان. (1401). عوامل موثر در تبلیغات بازاریابی جهت رفتار و قصد خرید مصرف کننده (موردی لوازم الکترونیکی). همایش ملی پژوهش های نوین در علوم و فناوری. SID. https://sid.ir/paper/949882/fa

    غیاثیان, ابطحی, ‌عطاء‌اله, سلیمانی, عامری‌شهرابی. (1400). راهبرد اقناعی تبلیغات در رسانه‌های اجتماعی. مطالعات رسانه ای, 53(16), 127-145.

    غیاثیان علی, ابطحی عطااله, سلیمانی ندا, عامری شهرابی محسن. (1400). ارائه مدل اقناعی تبلیغات در رسانه های اجتماعی با رویکرد کاربردی در صنعت گردشگری.

    فرزین فر، زهره، و کنجکاومنفرد، امیررضا. (1401). تأثیر ارزش های لذت گرایانه, خودشکوفایی و اجتماعی, بر سردرگمی مصرف کننده در تبلیغات رسانه های اجتماعی میان شهروندان یزدی. بررسی‌های مدیریت رسانه، 1(3 )، 328-347. SID. https://sid.ir/paper/1013595/fa

    فرزین‌فر, کنجکاو‌منفرد, ‌امیررضا. (1401). تأثیر ارزش‌های لذت‌گرایانه، خودشکوفایی و اجتماعی، بر سردرگمی مصرف‌کننده در تبلیغات رسانه‌های اجتماعی میان شهروندان یزدی. بررسی های مدیریت رسانه, 3(1), 328-347.

      یاسر مقسم، پرویز سعیدی، احمد مهرابیان، و حسین دیده خانی. ۱۴۰۰. «توسعه نوآورانه کسب‌وکارهای تولیدی کوچک و متوسط(SME) به روش آمیخته.»

    موحدی، زهرا. (1401). استفاده از یادگیری ماشین برای مکان یابی داخلی براساس فناوری بیکن در کاربرد تبلیغات محیطی هوشمند. کنفرانس بین المللی وب پژوهی. SID. https://sid.ir/paper/902035/fa

    مستقل سهراب، البونعیمی ابراهیم، نعامی عبداله، آسایش فرزاد. تبیین نقش تعامل دانش مشتری در قصد خرید مصرف‌کنندگان با رویکرد رفتار اطلاعاتی. تعامل انسان و اطلاعات. ۱۴۰۱; ۹ (۱)

    محمدی نوید, سلطانی فر احسان. (1403). تحلیل استراتژی های بازاریابی دیجیتال برای سکوهای گردشگری با رویکرد ترکیبی فازی چندمعیاره.

    نیما اسکندرینیا  (2021). بررسی تاثیر مدیریت دانش بر عملکرد شرکت های کوچک و متوسط شهر تهران. فصلنامه کنکاش مدیریت و حسابداری، جلد 2، شماره 1، ص -13.

    حاجی کریمی،جلال زاده، عزیزیان (1396) اصول برند سازی در کسب و کارهای بزرگ . انتشارات ادیبان روز

    باشکوه اجیرلو, & محمدخانی. (2023). طراحی مدل پیاده‌سازی بازاریابی دیجیتال بنگاه به بنگاه با تأکید بر مدیریت ارتباط با مشتری مبتنی بر هوش مصنوعی. تحقیقات بازاریابی نوین, 13(3), 133-158.

     Albers, M. J. (2017). Introduction to quantitative data analysis in the behavioral and social sciences. John Wiley & Sons. https://doi.org/10.1002/9781119290384

    Abubakar, A. M., Elrehail, H., Alatailat, M. A., & Elç i, A. (2019). Knowledge management, decision-making style and organizational performance. Journal of Innovation & Knowledge, 4(2), 104-114.

    Armbruster H., Bikfalvi, A. Kinkel S. and Lay, G. (2008) Organizational Innovation: The Challenge of Measuring Non-technical Innovation in Large-scale Surveys. Tech novation 28(4) pp644-57.

    Akter, S., Hossain, M. A., Lu, Q., & Shams, S. R. (2021). Big data-driven strategic orientation in international marketing. International Marketing Review, 38(5), 927-947.‏

    Appelbaum, D., Kogan, A., Vasarhelyi, M., & Yan, Z. (2017). Impact of business analytics and enterprise systems on managerial accounting. International Journal of Accounting Information Systems, 25, 29–44.

    Abernathy, W. J., & Utterback, J. M. (1978). Patterns of industrial innovation. Technology review, 80(7), 40-47.

    Basha, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993-1004.‏

    Babaei Farsani, Fathollahi, & Moradi. (2022). Analyzing the Relationship between Knowledge-Based Leadership, Knowledge Management Behavior, and Innovation Performance (Research Sample: Small and Medium Enterprises in Chaharmahal and Bakhtiari Province). Organizational Knowledge Management Quarterly .5 (1), 135-163. (In Persian)

    Bashukoh Ajirloo, M., and Mohammad Khani, R. (2013). Designing a B2B digital marketing implementation model with an emphasis on customer relationship management based on artificial intelligence. Journal of New Marketing Research (133-158 and (3)13). (In Persian)

    Bhandari, A., Rama, K., Seth, N., Niranjan, N., Chitalia, P., & Berg, S. (2017, July).

    Towards an efficient method of modelling “Next Best Action” for Digital Buyer’s journey in B2B. In International Conference on Machine Learning and Data Mining in Pattern Recognition, 107-116. Springer, Cham

    Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (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.

    Byrne, B. M. (2013). Structural Equation Modeling With AMOS: Basic Concepts, Applications, and Programming, Second Edition. Taylor & Francis. https://books.google.com/books?id=0cHbAAAAQBAJ

    Babbie, E. (2013). The practice of social research wadsworth cengage learning. International Edition.https://pubhtml5.com/enuk/obvy/

    Boyne, G.A., Gould-Williams J.S., Law J. and Walker R.M. (2005) Explaining the Adoption of Innovation: An Empirical Analysis of Management Reform. Environment and Planning C: Government and Policy, 23:3 pp419-35.

    Bonnin, G., & Alfonso, M. R. (2019). The narrative strategies of technology brands. Journal of Business & Industrial Marketing,34(7), 1448-1458. https://doi.org/10.1108/ JBIM-03-2019-0112

    Batistič, S., & van der Laken, P. (2019). History, evolution and future of big data and analytics: a bibliometric analysis of its relationship to performance in organisations. British Journal of Management, 30(2), 229-251.

    Bligh, M.C. (2017), “Leadership and trust”, in Marques, J. and Dhiman, S. (Eds), Leadership Today, Springer, Chams, pp. 21-42.

    Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2021). Does data-driven culture impact innovation and performance of a firm? An empirical examination. Annals of Operations Research, 1-26.

    Chaudhuri, R., Chatterjee, S., Vrontis, D., & Thrassou, A. (2021). Adoption of robust business analytics for product innovation and organizational performance: the mediating role of organizational data-driven culture. Annals of Operations Research, 1-35.‏

    Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2022). Examining the Impact of Adoption of Emerging Technology and Supply Chain Resilience on Firm Performance: Moderating Role of Absorptive Capacity and Leadership Support. IEEE Transactions on Engineering Management.

    Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2021). Knowledge sharing in international markets for product and process innovation: moderating role of firm's absorptive capacity. International Marketing Review.

    Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2022). Big data analytics in strategic sales performance: mediating role of CRM capability and moderating role of leadership support. EuroMed Journal of Business, 17(3), 295-311.

    Chaudhuri, R., Chatterjee, S., Mariani, M. M., & Wamba, S. F. (2024). Assessing the influence of emerging technologies on organizational data driven culture and innovation capabilities: A sustainability performance perspective. Technological Forecasting and Social Change, 200, 123165.

    Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Taylor & Francis. https://books.google.com/books?id=cIJH0lR33bgC.

    Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Academic press https://books.google.com/books?id=cIJH0lR33bgCor https://www.utstat.toronto.edu/~brunner/oldclass/378f16/readings/CohenPower.pdf.

    Creswell, J.W.,& Creswell, J. D. (2017).Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications. https://books.google.com/books?id=s4ViswEACAAJ.

    Carneiro, J.M., Silva, J.F., Rocha, A. and Dib, L.A. (2007), “Building a better measure of business performance”, RAC – Electronica, Vol. 1 No. 2, pp. 114-135.

    Chatterjee, S., Chaudhuri, R.,Vrontis, D., Thrassou, A., Ghosh, S. K.,&Chaudhuri, S. (2020). Social customer relationship management factors and business benefits. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-11-2019-1933.

    Dubey, R., Gunasekaran, A., Childe, S. J., Bryde, D. J., Giannakis, M., Foropon, C., & Hazen, B. T. (2019). Big data analytics and artificial intelligence pathway to operational performance under the effects of entrepreneurial orientation and environmental dynamism: A study of manufacturing organisations. International Journal of Production Economics, DOI: https://doi.org/10.1016/j.ijpe.2019.107599.

    Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2019). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-019-00696-0

    Davenport, T. H., & Kudyba, S. (2016). Designing and developing analytics-based data products. MIT Sloan Management Review, 58(1), 83–88.

    Delen, D., & Demirkan, H. (2013). Data, information and analytics as services. Decision Support Systems, 55(1), 359–363.

    Damanpour, F. (1987) The Adoption of Technological, Administrative, and Ancillary Innovations: Impact of Organizational Factors. Journal of Management, 13:4 pp675-88.

    Danneels, E. (2002). The dynamics of product innovation and firm competences. Strategic management journal, 23(12), pp. 1095-1121.

    Dess, G. G.,&Picken, J. C. (2000). Changing roles: Leadership in the 21st century. Organizational Dynamics,28(3), 18–34

    Damanpour, F. and Gopalakrishnan S. (2001) The Dynamics of the Adoption of Product and Process Innovations in Organizations. Journal of Management Studies, 38:1 pp45-65.

    Edquist, C. Hommen L. and McKelvey M.D. (2001) Innovation and Employment: Product versus Process Innovation. Cheltenham: Edward Elgar.

    European Commission. (2005). The Measurement of Scientific and Technological Activity: Oslo Manual.

    Fensel, D., Ding, Y., Omelayenko, B., Schulten, E., Botquin, G., Brown, M., & Flett, A. (2001). Product data integration in B2B e-commerce. IEEE Intelligent Systems, 16(4), 54-59.

    Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics. SAGE Publications. https://books.google.com/books?id=JIrutAEACAAJ.

    Frishammar, J., Kurkkio, M., Abrahamsson, L., & Lichtenthaler, U. (2012). Antecedents and consequences of firms’ process innovation capability: a literature review and a conceptual framework. IEEE Transactions on Engineering Management, 59(4), 519-529.

    Fu, Y., Wen, Z., & Wang, Y. (2018). The Total Score With Maximal Reliability and Maximal Criterion Validity: An  Illustration Using a Career Satisfaction Measure. Educational and Psychological Measurement, 78(6), 1108–1122. https://doi.org/10.1177/0013164417738564.

    Gaskin, J. (2012). Data screening. Gaskination’s StatWiki..

    Gaskin,J.(2021).Multivariate Outliers in SPSS using Cook’s Distance. https://www.youtube.com/watch?v=KaGzX_wWbtI.

    Ghosh, S. (2020). What is the acceptable r-squared value? https://www.researchgate.net/post/what_is_the_acceptable_r-squared_value.

    Haji Karimi, Karimi Jafari, & Korsovi Kashani. (2021). Investigating the Impact of Resource-Based View and Dynamic Capabilities on the International Performance of Small and Medium-Sized Enterprises with the Mediating Role of Competitive Advantage. Khatam Modern Management Research, 2(1), 19-39. (In Persian)

    Haji Karimi, Jalalzadeh, Azizian (2017) Principles of Branding in Large Businesses. (In Persian)

    Hoseinzadeh, Vahabzadeh, Shadan, & Mehrani. (2020). The impact of external marketing capabilities and customer cognitive engagement on firm performance with the mediating role of product innovation and flexible strategy. Marketing Management, 15(46), 15-31. (In Persian)

    Hair, J F, Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications. https://books.google.com/books?id=C_EmjgEACAAJ

    Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

    Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., ... & Ray, S. (2021). An introduction to structural equation modeling. Partial least squares structural equation modeling (PLS-SEM) using R: a workbook, 1-29.

    Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

    Hui, L., Phouvong, S. and Phong, L.B. (2018), “Transformational leadership facilitates innovation capability: the mediating roles of interpersonal trust”, International Journal of Business Administration, Vol. 9 No. 3, pp. 1-18.

    Hair, Joe F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6

    Hajli, N., & Shirazi, F. (2021). Introduction to the special issue on social commerce advancements and new e-commerce technologies: the current challenges. Journal of Electronic Commerce Research, 22(1), 1-3.‏

    Iqbal, S., Ehsan, S., Rizwan, M., & Noreen, M. (2014). The impact of organizational commitment, job satisfaction, job stress and leadership support on turnover intention in educational institutes. International Journal of Human Resource Studies, 4(2), 181.

    Jabbar, A., Akhtar, P., & Dani, S. (2019). Real-time big data processing for instantaneous marketing decisions: A problematization approach. Industrial Marketing Management.

    https://doi.org/10.1016/j.indmarman.2019.09.001

    J.F.Hair. (2021). An Introduction to Structural Equation Modeling.

    Jobst, L. J., Bader, M., & Moshagen, M. (2023). A tutorial on assessing statistical power and determining sample size for structural equation models. Psychological Methods, 28(1), 207.

    Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling, Fourth Edition. Guilford Publications. https://books.google.com/books?id=3VauCgAAQBAJ

    Kesidou, E., Narasimhan, R., Ozusaglam, S., & Wong, C. Y. (2022). Dynamic openness for network-enabled product and process innovation: a panel-data analysis. International Journal of Operations & Production Management.

    Katsikeas, C., Leonidou, L., & Zeriti, A. (2019). Revisiting international marketing strategy in a digital era. International Marketing Review. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IMR-02-2019-0080

    Kiron, D., & Shockley, R. (2011). Creating business value with analytics. MIT Sloan Management Review,

    53(1), 57–63.

    Khademi, Badri, & Farazandeh. (2021). The effect of market sensing capability on company performance with the mediating role of innovation and brand management system. Marketing Management, 15(49), 55-72.‎ (in Persian)

    Krüger, J., Lien, T. K., & Verl, A. (2009). Cooperation of human and machines in assembly lines. CIRP annals, 58(2), 628-646.

    Kyriazos, T. A. (2018). Applied psychometrics: sample size and sample power considerations in factor analysis (EFA, CFA) and SEM in general. Psychology, 9(08), 2207.

    Kiron, D., Prentice, P. K., & Ferguson, R. B. (2012). Innovating with analytics. MIT Sloan Management Review, 54(1), 47–52.

    Kumar, V., Dixit, A., Javalgi, R. R. G., & Dass, M. (2016). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24-45. https://doi.org/10.1007/s11747-015-0426-9

    Kimberly, J. R., & Evanisko, M. J. (1981). Organizational innovation: The influence of individual, organizational, and contextual factors on hospital adoption of technological and administrative innovations. Academy of management journal, 24(4), 689-713.

    Le, P.B. and Lei, H. (2016), “How transformational leadership supports knowledge sharing: evidence

    from Chinese Manufacturing and Service Firms”, Chinese Management Studies, Vol. 11 No. 3,

    1. 479-497.

    Latan, H., & Noonan, R. (2017). Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications. Springer International Publishing. https://books.google.com/books?id=u M8DwAAQBAJ

    Leavy, P. (2022). Research Design: Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches. Guilford Publications. https://books.google.nl/books?id=yj2VEAAAQBAJ

    Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020). Brave new world? On AI and the management of customer relationships. Journal of Interactive Marketing, 51, 44-56. https:// doi.org/10.1016/j.intmar.2020.04.002

    Lee, L.W., Dabirian, A., McCarthy, I.P., & Kietzmann, J. (2020). Making sense of text: artificial intelligence-enabled content analysis. European Journal of Marketing, 54 (3), 615-644.

    Leavy, P. (2017). Research design: Quantitative, qualitative, mixed methods, arts-based, and community-based participatory research approaches. Guilford Publications .

    https://positivepsychology.org.ng/wp-content/uploads/2023/07/Research-Design_-Quantitative-Qualitative-Mixed-Methods-Arts-Based-and-Community-Based-Participatory-Research-Approaches-PDFDrive-.pdf

    Leavy, B. (2015), “Continuous innovation: unleashing and harnessing the creative energies of a willing and able community”, Strategy and Leadership, Vol. 43 No. 5, pp. 24-31.

    Mostaghel, Sohrab, AlBunnaimi, Naami, Abdullah, & Asayesh. (2022). Explaining the role of customer knowledge interaction in consumers' purchase intention with an information behavior approach. Human and Information Interaction, 9(1), 0-0.‎ (in Persian)

    Moghassem, Y., Saeedi, P., Mehrabian, A., & Didehkhani, H. (2021). Innovative Development of Small and Medium-Sized Manufacturing Businesses (SMEs) Using a Mixed-Methods Approach. Business Management, 13(52), 486-504. (In Persian)

    Mikalef, P., Conboy, K., & Krogstie, J. (2021). Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach. Industrial Marketing Management, 98, 80-92.‏

    Mikalef, P., & Gupta, M. (2021). Artificial intelligence capability: Conceptualization, measurement calibration, and empirical study on its impact on organizational creativity and firm performance. Information & Management, 58(3), 103434.‏

    Manyika, J., Chui, M., Brown, B., Bughin, J., Dobbs, R., Roxburgh, C. and Hung Byers, A. (2011), Big Data: e Next Frontier for Innovation Competition, and Productivity, Vol. 156, McKinsey Global Institute, New York, NY.

    Mikalef, P., Islam, N., Parida, V., Singh, H., & Altwaijry, N. (2023). Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective. Journal of Business Research, 164, 113998.

     Nasution, D. A. D., Muda, I., Sumekar, A., & Abubakar, E. (2021, March). Analysis of The Economic Behavior of Society E-Commerce as An Impact on The Development of The 4.0 Industrial Revolution and Society 5.0. 1–9. In BICED 2020: Proceedings of the 2nd EAI Bukittinggi International Conference on Education, BICED 2020, 14 September, 2020, Bukititinggi, West Sumatera, Indonesia (p. 217). European Alliance for Innovation.‏

    Nima Eskandarinia (2021). Investigating the impact of knowledge management on the performance of small and medium-sized companies in Tehran. Quarterly Journal of Management and Accounting Research, Volume 2, Number 1, pp. -13. (In Persian)

    Ozili, P. K. (2022). The Acceptable R-Square in Empirical Modelling for Social Science Research. SSRN Electronic Journal, January. https://doi.org/10.2139/ssrn.4128165

    Otair, M., Abualoush, S., Obeidat, A., & Bataineh, K. (2022). Improving Firm’s Innovation Performance through Transformation Leadership and Knowledge Sharing: the Moderating Role of absorptive Capacity. Case Study in Jordan. Information Sciences Letters, 11(5), 26.

    Powell, J. H., & Swart, J. (2010). Mapping the values in B2B relationships: A systemic, knowledge-based perspective. Industrial Marketing Management, 39(3), 437-449.

    Pazuki, Sarraf, Jafari, & Baghani. (2021). The application of artificial intelligence in identifying functional factors affecting financial health. Financial Engineering and Portfolio Management, 12(48), 371-390. (In Persian)

    Porter, M. E., & Millar, V. E. (1985). How information gives you competitive advantage. Harvard Business Review, 63(4), 149–160.

    Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in marketing. Journal of Business & Industrial Marketing, 34(7), 1410-1419. https://doi.org/10.1108/JBIM-10-2018-0295

    Rehm, S.-V., & Goel, L. (2015). The emergence of boundary clusters in inter-organizational innovation. Information and Organization, 25(1), 27–51.

    RanjaranT.H.(2014). Satatistic & probability.esbat.

    Syed-Ikhsan, O. S., & Rowland, F. (2004). Knowledge management in a public organisation: A study on the relationship between organisational elements and the performance of knowledge transfer. Journal of Knowledge Management, 8(2), 95– 111.

    Shirmammadi, Yazdan, & Mohammadi. (2023). The use of artificial intelligence and the internet of things in creating knowledge and logical marketing decision-making to improve the performance of travel agencies. Tourism and Development, 12(4), 49-63. (In Persian)

    Sestino, A., & De Mauro, A. (2022). Leveraging artificial intelligence in business: Implications, applications and methods. Technology Analysis & Strategic Management, 34(1), 16-29.

    Tidd, J. (2023). Managing innovation. IEEE Technology and Engineering Management Society Body of Knowledge (TEMSBOK), 95-108.‏

    Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights1(1), 100002.‏

    Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: service robots in the frontline. Journal of Service Management, 29(5), 907-931. https://doi.org/10.1108/JOSM-04-2018-0119

    Zeraati, M., & Alavi, N. M. (2014). Designing and validity evaluation of quality of nursing care scale in intensive care units. Journal of Nursing Measurement, 22(3), 461-471.