Impact of Artificial Intelligence Adoption on Supply Chain Performance Through Marketing Innovation: The Mediating Role of Organisational Agility and the Moderating Role of Technological Readiness
2026· Journal of Supply Chain Management Systems· 0 citations
TL;DR
The research shows that AI implementation has the potential to positively impact supply chain performance, directly and indirectly, through marketing innovation and organisational agility, and technological preparation reinforces the connection between marketing innovation and performance.
Abstract
The research question is to understand how the adoption of Artificial Intelligence (AI) affects the supply chain performance, with the focus on the mediating effects of marketing innovation and organisational agility, and the moderating effects of technological readiness. It aims to determine the benefits of AI-led digital transformation for the efficiency, flexibility, and competitiveness of operations in the Indian context. A quantitative and explanatory research design was used. A structured questionnaire was used to gather data from 368 professionals who were employed in the manufacturing, logistics, and retail industries in India. Validated multi-item scales were used to measure constructs, and Structural Equation Modelling (SEM) was used to analyse the constructs. The soundness of the proposed model was confirmed using reliability, validity, and model fit indices. The research shows that AI implementation has the potential to positively impact supply chain performance, directly and indirectly, through marketing innovation and organisational agility. Technological preparation reinforces the connection between marketing innovation and performance, and, according to this, companies with strong digital infrastructure and capabilities have greater advantages in AI-driven strategies. The managers must focus on building marketing innovativeness and responsiveness, coupled with sound technological preparedness. By aligning AI efforts with strategic and operational goals, one can respond faster, improve customer satisfaction, and become more competitive. The present paper is interdisciplinary and combines marketing, innovation, and supply-chain perspectives to propose and empirically support a comprehensive model explaining how the adoption of AI can lead to performance. It adds to the literature on AI-based digital transformation in the emerging economies.
This study investigates how AI adoption enhances organizational innovation capability and, in turn, improves economic, environmental, and social dimensions of business performance, and links digital transformation with sustainability outcomes.
S. P, Sriharan M, S. P et al.· International Journal for Re...· 0 citations
This study empirically investigated the effect of digital transformation on innovation performance in manufacturing firms and examined the mediating role of absorptive capacity and the moderating role of R&D human capital. As manufacturing industries increasingly experience rapid technological changes driven by artificial intelligence (AI), big data, the Internet of Things (IoT), and smart manufacturing systems, digital transformation has emerged as a critical strategic factor for enhancing organizational competitiveness and innovation capability. However, prior studies have suggested that the adoption of digital technologies alone does not necessarily guarantee sustainable innovation performance. Therefore, this study attempted to explain the relationship between digital transformation and innovation performance from the perspectives of organizational learning and human capital. Data were collected from 402 employees working in Korean manufacturing firms through online and offline surveys. The collected data were analyzed using Structural Equation Modeling (SEM) with SPSS 29.0 and SmartPLS 4.0. The results indicated that digital transformation had a significant positive effect on innovation performance and absorptive capacity. In addition, absorptive capacity positively influenced innovation performance and partially mediated the relationship between digital transformation and innovation performance. Furthermore, R&D human capital significantly moderated the relationship between digital transformation and innovation performance, indicating that the positive effect of digital transformation on innovation performance was stronger in firms with higher levels of R&D human capital. The findings suggest that digital transformation contributes to innovation performance not only through technological efficiency but also through enhanced organizational learning and knowledge utilization capabilities. This study provides academic implications by integrating digital transformation, absorptive capacity, and R&D human capital into a comprehensive research framework. In addition, it offers practical implications for manufacturing firms by emphasizing the importance of organizational learning systems and the development of R&D personnel capabilities alongside digital technology investment.
S. Jang· Human Resources Management a...· 0 citations
This study aims at exploring the mediating role of digitalization and innovation orientation in examining the impact of Supply Chain Flexibility dimensions on Customer Responsiveness. The study adopts the existing concept of flexibility in the supply chain, and adds the construct of digitalization to the model and realigns the innovation orientation as a mediator in the model. The research is based on the Dynamic Capability View, which highlights the role of operational, technological and organizational capabilities in the dynamic market conditions. The method used was quantitative research, with a cross sectional survey design. A structured questionnaire with 31 items on the Likert scale was used to gather data, which included supply flexibility, internal flexibility, distribution flexibility, digitalization, innovation orientation and customer responsiveness. Partial Least Squares Structural Equation Modeling (PLS-SEM) with the software of SmartPLS was used for data analysis. The results suggest that digitalisation has a strong positive impact on customer responsiveness and distribution flexibility has a positive effect on digitalisation. In addition, the internal flexibility shows an important relationship with the innovation orientation. The mediation analysis results show that the relationship between distribution flexibility and customer responsiveness is mediated by digitalization, and that the relationship between internal flexibility and customer responsiveness is mediated by innovation orientation. The paper adds value from a theoretical perspective by extending the concept of flexibility-responsiveness, and from a practical perspective by providing managerial recommendations for combining flexibility, digitalization and innovation-inducing processes to enhance customer responsiveness in a dynamic supply chain.
Muhammad Saifurrahman, Hammad Zafar, Syeda Sabahat· Journal of Global Social Tra...· 0 citations
The purpose of this study was to examine the influence of green supply chain management on organizational sustainability, where technology innovation and environmental performance are taken as mediating factors. The focus of this study was on the increasing need for better protection of the environment and the increasing demands of the sustainable development of industries, especially in developing countries, where there are limited empirical data available on sustainability activities. The collected sample comprised 387 managers and technologists from Libyan manufacturing companies using a survey instrument and a stratified random sampling technique. Validity scales were used, and the measurements were done using the five-point Likert scale. The data analysis involved the use of PLS-SEM, where SmartPLS 4.0 was used. It entailed the analysis of the measurement model as well as the structural model, with the bootstrapping being done for 5000 samples. The findings show that GSCM significantly affects the OS. Specifically, it has a positive impact on environmental performance (EP) and technological innovation (TI), which, in turn, enhance the OS. Among the mediating factors, the EP was found to be the strongest predictor and mediator of the OS, followed by TI. The developed model proved to have a high explanatory power, with a coefficient of determination (R2) of 0.660. Thus, the integration of GSCM with innovation and environmental activities can lead to the successful achievement of sustainability objectives among manufacturing enterprises. The study’s limitations are associated with its cross-sectional design and its focus on managers. Future research could employ longitudinal designs and examine other contexts, such as digital transformation, the institutional environment, and the organizational culture.
Mohamed Alakrod, Sami Mohammad· Sustainability· 0 citations
Artificial intelligence is rapidly transforming marketing by improving customer engagement and operational efficiency. Small and medium-sized enterprises (SMEs), especially in Qatar, are not able to adopt AI due to high adoption costs, poor technological skills and employee resistance. A thorough and methodological literature review was conducted to get a grasp on the factors influencing AI adoption and the subsequent effect on marketing performance. In accordance with the PRISMA guidelines, 32 peer-reviewed publications from 2020 to 2025 were analysed by applying a CASP/AMSTAR checklist, thematic coding and narrative analysis. The literature review has identified that technological readiness, managerial support, digital literacy and environmental factors are the major facilitators of AI adoption. However, context and organisational challenges are the main inhibitors of AI adoption. Nevertheless, the literature affirms that AI adoption increases the marketing performance of SMEs, and the TOE and DOI models are supported, while recommending a merger with the dynamic capabilities theory. Finally, the literature review asserts that policymakers and SME managers need to prioritise training, infrastructure and digital readiness to ease the path for AI adoption.
Salma El-Gohary, Mohamed Slim Ben Mimoun, Hatem El-Gohary· Journal of Cultural Analysis...· 0 citations
Digital accounting with artificial intelligence technology represents a crucial means for facilitating the productivity and competitiveness of small and medium enterprises in developing countries. In regard to the state of Pakistan, the implementation and use of accounting software with artificial intelligence technology in SMEs has yet to reach satisfactory standards despite the crucial part played by SMEs regarding economic resilience in the country. This research aims to explore the crucial factors of the implementation process of accounting software with artificial intelligence technology from a quantitative research perspective. In order to discuss the research objectives and achieve its aims, the research employs the technology acceptance model and organization environment theory. A cross-sectional research design method was adopted to investigate 250 owners/managers of SMEs in the main Pakistani cities. To determine the values of perceptual variables, a 5-point Likert scale was adopted; yet, adoption is a binary variable. By using logistic regression analysis, hypotheses were tested. The results indicate that perceived ease of use and competitive pressure are significant positive predictors, yet perceived cost and security concerns are significant negative predictors. A positive relationship between the owner’s level of education and adoption is marginally significant. The Nagelkerke R² is 58%. The results indicate that, apart from using the basic applications developed through this technology, the adoption mechanism is itself a complex process that is fueled by cost and data security concerns. Implications of this research study would include developing cost-effective models by software companies regarding data security or designing a subsidy program by governments, according to the cost and/or data security concerns of Pakistani SME businessmen.
Khuram Shahzad· Revista Academicus: Revista...· 0 citations