Leveraging artificial intelligence for business sustainability through mediating effect of marketing innovation strategies and environmental management
The objective of this study is to examine how artificial intelligence (AI) enabled digital strategy causes to improve business sustainability through marketing innovation and environmental sustainability in United Arab Emirates (UAE). Data collection and analysis used structured questionnaire to gather data from 278 owners and managers of tourism-based micro, small, and medium enterprises (MSMEs). Data was collected using both face-to-face and internet methods that allowed for a large sample pool from many different regions of country. Data was analyzed using Smart PLS structural equation modeling. Results showed that AI enabled digitalization strategies support overall business sustainability, specifically via innovation strategy, whereas environmental management did not provide any significant mediation effects individually. However, both marketing innovation strategies and environmental management contributed independently to the positive outcomes. While digitalization can significantly support sustainable business outcomes, barriers to business sustainability are limited or reduce the positive effects of digitalization during times of high constraints. Finally, the findings of this research demonstrate the necessity of integrating digital tools into innovative practices to obtain long term success for all three factors of sustainability: economically, environmentally, and socially in UAE. In addition, this study contributed to Sustainable Development Goal (SDG) 12 and Sustainable Development Goal (SDG) 13.
The objective of this research was to examine how artificial intelligence (AI) focused digital business strategy helps small and medium-sized enterprises (SMEs) to achieve success in manufacturing by measuring the financial benefits of having a digitally enabled performance measurement in marketing. The study focused on defining a company’s digital business strategy through three parameters: development, objective and resource in United Arab Emirates (UAE). A quantitative methodology was employed, drawing data from 212 managers and key decision-makers in manufacturing firms, and analyzed using partial least squares structural equation modeling. The findings of the study found that all three parameters of the AI focused digital business strategy influenced the financial success of manufacturing companies; the biggest influences were from the development and resource parameters. The study also found that performance management in marketing positively impacted the sustainable financial performance of manufacturing companies by directly impacting performance and enhancing the effectiveness of the development and resource parameters. Performance management was found to not have a moderating effect on the objective parameter. These results carry significant implications for practical management solutions, i.e. the need for manufacturing companies to develop a simple strategic plan, align resources, and monitor performance in real-time to better position themselves to achieve long term sustainable financial performance. Furthermore, this study contributes to United Nations Sustainable Development Goal 12 by illustrating how AI-driven digital strategies, together with the performance evaluation of digital marketing activities, facilitate more efficient resource utilization and enhance the quality of managerial decision-making.
A. Aljumah, M. Nuseir, G. El-Refae et al.· Discover Sustainability· 0 citations
Examining the impact of Artificial Intelligence adoption on the economic, environmental, and social dimensions of sustainable business performance among Indian MSMEs is expected to demonstrate that AI adoption significantly improves operational efficiency, innovation capability, environmental responsibility, and financial performance among MSMEs.
Dr.K. Surendran· International Journal of Dru...· 0 citations
Small and medium-sized enterprises (SMEs) are increasingly required to adopt sustainable business practices; however, many SMEs still face challenges in integrating environmental strategies into their operational activities due to limited resources and adaptive capabilities. This study examines the effects of green innovation, dynamic capabilities, and organizational culture on business sustainability among SMEs in Denpasar City, Indonesia, while investigating the moderating role of managerial environmental awareness in these relationships. A quantitative research approach was employed using probability sampling. Data were collected through questionnaires distributed to SMEs in Denpasar City, resulting in 400 valid responses from 500 distributed questionnaires. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that green innovation, dynamic capabilities, and organizational culture positively and significantly influence business sustainability. These results indicate that environmentally oriented innovation, organizational adaptability, and sustainability-supportive culture contribute to enhancing SMEs’ economic, social, and environmental performance. Furthermore, managerial environmental awareness strengthens the relationship between green innovation and business sustainability. However, managerial environmental awareness weakens the effect of dynamic capabilities on business sustainability and does not significantly moderate the relationship between organizational culture and sustainability.
Gede Aryawan, Eka Ardhani Sisdyani· International Journal of Bus...· 0 citations
It is indicated that AI-based design technology can enhance promotional effectiveness, strengthen brand identity consistency, and support faster, more accurate, and adaptive decision-making processes in response to market dynamics.
Khairunnisa Aghniya Putri, Fanesa Agustina, Hana Fauziah Rahayu et al.· International Journal Admini...· 0 citations
Artificial intelligence (AI)-enabled environmental management information systems (EMISs) are designed to collect environmental data, facilitate informed interpretation of environmental issues and enable effective reporting and management of environmental information. As their relevance grows, more scholarly attention should be paid to the role of AI-enabled EMIS in marketing contexts, their adoption and their effectiveness in enhancing firms’ performance in meeting Sustainable Development Goals (SDGs). Against this backdrop, this study aims to examine the antecedents and outcomes of AI-enabled EMIS adoption, with particular emphasis on digitalization, sustainability performance and alignment with SDGs. Furthermore, this study explores leadership support as moderator and firm-level sustainability performance as mediator in these relationships.
Drawing on the resource-based view (RBV), the dynamic capability view (DCV) and stakeholder theory, this study proposes an integrative conceptual framework. The proposed model was subsequently empirically tested using structural equation modelling based on survey data collected from respondents in India.
This study shows that the SDGs, firm capability and stakeholders’ willingness positively influence AI-enabled EMIS adoption within the firm. Also, this study shows that government policies and regulations on adopting an AI-enabled EMIS in firms are weak. This study also finds that leadership support has a considerable moderating effect on the relationship between AI-enabled EMIS adoption and the firm’s sustainability performance.
The SDGs were established by the United Nations General Assembly to achieve a better, more sustainable future for all. There is growing interest among researchers, academicians and practitioners in understanding the antecedents of AI-enabled EMIS adoption and its consequences for sustainability, SDGs and the firm’s overall performance.
R. S. Chatterjee, I. Hameed, K. Michalikova et al.· Competitiveness Review: an i...· 0 citations
This study investigates the impact of Artificial Intelligence (AI) on sustainable innovation and its influence on entrepreneurial risk management in the Business Sector of Oman. AI technologies enhance resource efficiency, optimize energy usage, support eco-friendly product design, and enable data-driven environmental decision-making, promoting green innovation across sectors such as renewable energy, smart manufacturing, and sustainable finance. Using a structured questionnaire, primary data were collected from entrepreneurs, managers, and innovation professionals in technology-driven and green sectors. Quantitative analyses, including descriptive statistics and regression, were applied to examine the effects of AI adoption on sustainable innovation performance, entrepreneurial growth, and environmental outcomes.
The results reveal that AI adoption significantly improves operational efficiency, environmental performance, and the scalability of green ventures, generating new entrepreneurial opportunities in line with Oman Vision 2040. At the same time, challenges such as high implementation costs, technical complexity, skill gaps, data security issues, and regulatory uncertainties were identified. The study provides empirical evidence from a developing economy context and underscores the importance of supportive policies, responsible AI governance, and capacity-building initiatives to maximize the benefits of AI-driven sustainable innovation.
Keywords: Artificial Intelligence; Green Innovation; Sustainable Entrepreneurship; Eco-Innovation; Entrepreneurial Opportunities; Risk Management; Empirical Analysis; Environmental Sustainability; Oman Vision 2040
Mohammed G. Ali· International journal of re...· 0 citations