How to build an AI climate-driven service analytics capability for innovation and performance in industrial markets?

Akter, S., Fosso Wamba, S., Mariani, M. ORCID: https://orcid.org/0000-0002-7916-2576 and Hani, U. (2021) How to build an AI climate-driven service analytics capability for innovation and performance in industrial markets? Industrial Marketing Management, 97. pp. 258-273. ISSN 0019-8501 doi: 10.1016/j.indmarman.2021.07.014

Abstract/Summary

AI climate-driven service analytics capability has been anecdotally argued as a viable strategy to enhance service innovation and market performance in B2B markets. While AI climate refers to the shared perceptions of policies, procedures, and practices to support AI initiatives, cognitive service analytics capability refers to the analytical insights driven by AI climate and augmented by both machines and humans to make marketing decisions. However, there is limited knowledge on the antecedents of such analytics capabilities and their overall effects on service innovation and market performance. Drawing on service analytics literature and the microfoundations of dynamic capability theory, this study fills this research gap using in-depth interviews (n = 30) and a survey (n = 276) of service analytics managers within the AI climate in Australia. The findings confirm the five microfoundations of cognitive service analytics capabilities (cognitive technology, cognitive information, cognitive problem solving, cognitive knowledge & skills, cognitive training & development). The findings also highlight the significant mediating effect of service innovation in the relationship between analytics climate and market performance and cognitive service analytics capability and market performance.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/99678
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Leadership, Organisations, Behaviour and Reputation
Publisher	Elsevier
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