Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage

Hossain, Afnan; Akter, Shahriar; Yanamandram, Venkata

doi:10.1016/j.jbusres.2021.03.063

Cited by 40 publications

(37 citation statements)

References 114 publications

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“…This study reveals the mechanisms that constitute AIC of e-commerce firms and ensures that the AIC of e-commerce firms affects firm performance through creativity, AIM, and AIDDM ( Ashaari et al, 2021 ). This study extends RBV’s research findings on firm creativity, AIM, and AIDDM ( Hossain et al, 2021 ; Rahman et al, 2021 ). Our research sheds light on the composition mechanism of AIC in e-commerce enterprises and its effect on corporate performance.…”

Section: Discussionsupporting

confidence: 82%

“…We focus on the firm capability in creating value because AIC can enhance the firm’s capabilities and improve firm performance ( Chatterjee et al, 2021a ). RBV is frequently used to demonstrate the association among firm resources, capabilities, and performance ( Barney, 1991 ; Chen and Lin, 2021 ; Hossain et al, 2021 ; Rahman et al, 2021 ). Therefore, this study will utilize the RBV in the following processes.…”

Section: Literature Review and Conceptual Modelmentioning

confidence: 99%

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The Impact of Artificial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms

2022

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The application of artificial intelligence (AI) technology has evolved into an influential endeavor to improve firm performance, but little research considers the relationship among artificial intelligence capability (AIC), management (AIM), driven decision making (AIDDM), and firm performance. Based on the resource-based view (RBV) and existing findings, this paper constructs a higher-order model of AIC and suggests a research model of e-commerce firm AIC and firm performance. We collected 394 valid questionnaires and conducted data analysis using partial least squares structural equation modeling (PLS-SEM). As a second-order variable, AIC was formed by three first-order variables: basic, proclivity, and skills. AIC indirectly affects firm performance through creativity, AIM, and AI-driven decision making. Firm creativity, AIM, and AIDDM are essential variables between AIC and firm performance. Innovation culture (IC) positive moderates the relationship between firm creativity and AIDDM as well as the relationship between AIDDM and firm performance. Environmental dynamism (ED) positive mediates the connection between AIM and AIDDM. Among the control variables, firm age negatively affects firm performance, and employee size does not. This study helps enterprises leverage AI to improve firm performance, achieve a competitive advantage, and contribute to theory and management practice.

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Section: Discussionsupporting

confidence: 82%

Section: Literature Review and Conceptual Modelmentioning

confidence: 99%

The Impact of Artificial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms

2022

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“…• Social media and sales-based CRM technology (Agnihotri et al, 2017) • Customer analytics-driven value creation capability (Hossain et al, 2021) • Individual communication capability (Villanova et al, 2021)…”

Section: Marketing Relationshipmentioning

confidence: 99%

Digital marketing capability: the mystery of business capabilities

Apasrawirote

Yawised

Muneesawang

2022

MIP

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PurposeThis study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level.Design/methodology/approachThe study utilizes categorization and contextualization of qualitative methodologies to review the literature, using Scopus databases to collect 57 journals with 143 peer-reviewed papers as the main focus. The research gaps and DMCs were analyzed and synthesized and presented as collective categorization together with the proposed future direction framework.FindingsThis study proposed the relevance of digital marketing capabilities for businesses and the key measurement of business performance. The proposed dimensions of the digital marketing capabilities framework are to identify new research directions for both marketing and IT strands.Originality/valueThis study classify five main different themes in digital marketing incorporating with digital technologies (DTs) era and proposed relevance of digital marketing capabilities for businesses (B2C and B2B) and keys measurement of business performances.

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“…In healthcare, the patient's disease determines the course of treatment to be taken, and the socio-economic status can determine the facilities to be recommended. Similarly, in different business sectors, the customers' demographic data can be used to determine the product or service they might opt for [149][150][151][152].…”

Section: Discussionmentioning

confidence: 99%

Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

et al. 2021

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Customization of products or services is a strategy that the business sector has embraced to build a better relationship with the customers to cater to their individual needs and thus providing them a fulfilling experience. This whole process is known as customer relationship management (CRM). In this context, we extensively surveyed 138 papers published between 1996 and 2021 in the area of analytical CRM. Although this study consisted of papers from different business sectors, a fair share of focus was directed to the telecommunication industry and generalized CRM techniques usages. Different science and engineering-based data repositories were studied to ascertain significant studies published in scientific journals, conferences, and articles. The research works on CRM were considered and separated into IT and non-IT-based techniques to study the methods used in different business sectors. The main target behind implementing CRM is for the better revenue growth of the company. Different IT and non-IT-based techniques are used in the analytical CRM area to achieve this target, and researchers have been actively involved in this domain. The purpose of the research was to show the impact of IT-based techniques in the business world. A detailed future course of research in this area was discussed.

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Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage

Cited by 40 publications

References 114 publications

The Impact of Artificial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms

The Impact of Artificial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms

Digital marketing capability: the mystery of business capabilities

Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review

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