نوآوری‌های صنعتی

نوآوری‌های صنعتی

ارزش آفرینی هوش مصنوعی و استراتژی‌های بازاریابی در جهت بهبود عملکرد سازمانی، بررسی نقش ظرفیت و رفتار سازمانی در شرکت‌های دانش‌بنیان شهر مشهد

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.
2 گروه مدیریت، دانشکده علوم اداری، دانشگاه بین‌المللی امام رضا (ع)، مشهد، ایران.
چکیده
با گسترش فناوری‌های نوین، به‌ویژه هوش مصنوعی و پیچیدگی رقابت در بازارهای امروزی، سازمان‌ها ناگزیر به بهره‌گیری از ابزارهای فناورانه و استراتژیک برای ارتقای عملکرد خود هستند. هوش مصنوعی با استخراج بینش‌های معنادار از داده‌ها، فرآیند ارزش‌آفرینی را تقویت کرده و امکان تدوین استراتژی‌های بازاریابی دقیق، پیش‌بینی‌محور و مشتری‌محور را فراهم می‌آورد. این بینش‌ها از طریق شخصی‌سازی، تحلیل نیازهای کاربران و طراحی اقدامات بازاریابی داده‌محور، به ایجاد مزیت رقابتی پایدار و بهبود اثربخشی تصمیم‌گیری کمک می‌کنند. شرکت‌های دانش‌بنیان به دلیل نوآورانه بودن، بیش از سایر کسب‌وکارها تحت تأثیر ظرفیت‌های فناورانه، استراتژی‌های بازاریابی و رفتار سازمانی قرار دارند. بااین‌حال، بررسی هم‌زمان اثر هوش مصنوعی و بازاریابی بر عملکرد سازمانی و نقش ظرفیت‌ها و رفتار سازمانی کمتر موردتوجه قرار گرفته است. پژوهش حاضر کاربردی و توصیفی–پیمایشی است. جامعه آماری شامل مدیران شرکت‌های دانش‌بنیان مستقر در پارک علم و فناوری خراسان رضوی بود که تعداد آن‌ها 170 نفر است و ۱۱۸ نفر به‌صورت تصادفی انتخاب شدند. داده‌ها با پرسشنامه استاندارد ۳۰ گویه‌ای گردآوری و با تحلیل عاملی، روایی و پایایی آن تأیید شد. تحلیل داده‌ها با آمار توصیفی و مدل‌سازی معادلات ساختاری در نرم‌افزار SmartPLS انجام شد. نتایج نشان داد هوش مصنوعی و استراتژی‌های بازاریابی تأثیر مثبت و معناداری بر عملکرد سازمانی دارند. ظرفیت‌های سازمانی نقش میانجی و رفتار سازمانی نقش تعدیل‌کننده در این روابط ایفا می‌کنند. بهره‌گیری از بینش‌های هوش مصنوعی و بازاریابی داده‌محور همراه با تقویت زیرساخت‌ها، آموزش کارکنان و توسعه فرهنگ‌سازمانی یادگیرنده، اثربخشی اقدامات سازمانی را افزایش می‌دهد و پیامدهای کاربردی مهمی برای تدوین استراتژی‌های تحول‌آفرین شرکت‌های دانش‌بنیان ارائه می‌کند.
کلیدواژه‌ها

عنوان مقاله English

Artificial Intelligence Value Creation and Marketing Strategies for Enhancing Organizational Performance: Examining the Role of Organizational Capacity and Behavior in Knowledge-Based Companies

نویسندگان English

Hosein Rahmanseresht 1
hooman jabbari 2
1 Department of management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran.
2 Department of management, Faculty of Administrative Sciences, Imam Reza International University, Mashhad, Iran.
چکیده English

With the expansion of advanced technologies, particularly artificial intelligence, and the increasing complexity of competition in today’s markets, organizations are compelled to leverage technological and strategic tools to enhance their performance. Artificial intelligence strengthens the value creation process by extracting meaningful insights from data, enabling the development of more precise, predictive, and customer-centric marketing strategies. These insights, through personalization, analysis of user needs, and the design of data-driven marketing actions, contribute to creating sustainable competitive advantages and improving decision-making effectiveness. Knowledge-based companies, due to their innovative nature, are more influenced than other businesses by technological capacities, marketing strategies, and organizational behavior. However, the simultaneous examination of the effects of artificial intelligence and marketing on organizational performance, and the role of organizational capacities and behavior in this relationship, has received less attention. The present study is applied and descriptive–survey in nature. The statistical population included 170 managers of knowledge-based companies located in the Khorasan Razavi Science and Technology Park, of whom 118 were randomly selected. Data were collected using a standard 30-item questionnaire and validated through factor analysis, and its reliability was confirmed. Data analysis was conducted using descriptive statistics and structural equation modeling in SmartPLS. The results indicated that both artificial intelligence and marketing strategies have positive and significant effects on organizational performance. Organizational capacities play a mediating role, while organizational behavior acts as a moderating factor in these relationships. Leveraging insights from AI and data-driven marketing, along with strengthening infrastructure, employee training, and fostering a learning-oriented organizational culture, enhances organizational effectiveness and provides important practical implications for developing transformative strategies in knowledge-based companies.

کلیدواژه‌ها English

Marketing Strategies
Organizational Behavior
Organizational Capacities
Organizational Performance
Artificial Intelligence
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  • تاریخ دریافت 09 آذر 1404
  • تاریخ بازنگری 08 بهمن 1404
  • تاریخ پذیرش 15 اردیبهشت 1405