Industrial Innovations

Industrial Innovations

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

Document Type : Original Article

Authors
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.
10.66224/jii.3.4.109
Abstract
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.
Keywords
Marketing Strategies
Organizational Behavior
Organizational Capacities
Organizational Performance
Artificial Intelligence
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Industrial Innovations
Volume 3, Issue 4 - Serial Number 12
Autumn 2025
Pages 109-132

  • Receive Date 30 November 2025
  • Revise Date 28 January 2026
  • Accept Date 05 May 2026