Enhancing corporate social responsibility through market orientation practices in bottom of pyramid markets: with special reference to microcredit institutions

Market-oriented organizations are committed to understanding and serving customer needs. Customers become socially conscious, so market-oriented firms need to carry out ‘Corporate Social Responsibility’ (CSR) initiatives. The main aim of this study was to investigate the influence of market orientation on CSR among microcredit institutions. The findings of this study are useful for microcredit institutions and marketers operating in bottom of pyramid (BOP) market to enhance their CSR through market orientation practices. The sample comprised 250 managers of microcredit institutions operating in the rural areas of Sri Lanka. The surveys were administered for data collection. All the three components of market orientation, that is, customer orientation, competitor orientation, and inter-functional coordination significantly and positively influenced the CSR involvement. Adaptation to BOP Market Culture enhanced the positive influences of both customer orientation and inter-functional coordination, on CSR. From these findings, implications for theory and practice have been discussed.     

Social media adoption: A process-based approach

This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.     

信息机构为企业提供情报研究服务探讨——以湖北省科技信息研究院为例

专业信息服务机构,拥有丰富的信息资源体系、较强检索手段及完善的信息服务方式,正面临着信息服务内容的创新和扩充;企业在市场竞争中生存发展,需要制定正确的战略、战术行动,需要专业的情报研究服务。信息机构在为企业提供情报研究服务方面应该大有作为。     

Exploring the knowledge spillovers of a technology in an entrepreneurial ecosystem—The case of artificial intelligence in Sydney

New knowledge presents opportunities for commercial value and can hence be a critical asset for entrepreneurial ecosystems (EEs). In particular, general purpose technologies are major drivers of entrepreneurship. Thus, a nuanced understanding on technological knowledge and its spillovers among actors within an EE is warranted. Using knowledge‐spillover‐based strategic entrepreneurship theory, we propose to observe knowledge spillovers through the assessment of the knowledge bases of a technology in an EE. To do so, this article proposes to use three key sources of knowledge: publications reflecting the emerging knowledge base, patents representing the realized knowledge base, and startups showing the experimental knowledge base. This article uses secondary data sources such as Web of Science and applies the method of bibliometrics to illustrate how an assessment is carried out in practice by evaluating the artificial intelligence (AI) knowledge bases in Sydney from 2000 to 2018. The findings are summarized with an illustration of the evolution of the key actors and their activities over time in order to indicate the key strengths and weaknesses in Sydney's AI knowledge among the different bases. Contrary to expectations from the high potential of knowledge spillovers from a general purpose digital technology such as AI, the article shows that apparent knowledge spillovers are yet highly limited in Sydney. Even though Sydney has a strong emerging knowledge base, the realized knowledge base seems weak and the experimental knowledge base is slowly improving. That observation itself verifies the need to take strategic actions to facilitate knowledge spillovers within EEs. After the implications for theory and policy makers are discussed, suggestions for further studies are proposed.     

Marketing via smart speakers: what should Alexa say?

ABSTRACT

A smart speaker is a wireless device with artificial intelligence that can be activated through voice command. The artificial intelligence interacts in the form of a virtual personal assistant, such as Amazon’s “Alexa”. Companies are currently creating voice applications for smart speakers that allow consumers to use the personal assistant to perform tasks, such as acquiring information and ordering products. This is the dawn of a new type of interaction between brands and consumers, a new touchpoint. Brands need to catch the vision and create content for this new technology, content that is useful in the buying process. The purpose of this study is to determine what types of marketing messages people find acceptable on smart speakers. Based on the findings, a cognitive message strategy is effective with smart speakers. The paper presents three types of executional frameworks that are best suited for the design of a cognitive message: authoritative, testimonial, and slice-of-life. The overriding requirement for marketing on smart speakers is that the message must provide value to the listener.     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

Forecasting artificial intelligence on online customer assistance: Evidence from chatbot patents analysis

The main goal of this research is to provide a comprehensive understanding of the actual progresses in artificial intelligence, with emphasis on chatbots as emerging forms of customer assistance in online retailing. Drawing upon an analysis of the chatbot patents in the past 20 years, our findings show the increasing technology push towards the adoption of new conversational agents based on natural language. Findings also highlight the extent to which the research and development efforts are attempting to improve artificial intelligence systems that characterize chatbots. To this end, technology advancements are mainly focusing on: (i) improving chatbot ability to automatically draw inferences on users starting from multiple data sources, and (ii) using consumers’ knowledge adaptively to provide more customized solutions. Finally, results show the tight relationship between the digital assistants’ analytical skills and their ability to automatically interact with the users.     

Engaging and retaining customers with AI and employee service

Artificial intelligence (AI) permeates in service organisations as a tool to enhance operational efficiency and improve customer experience. Reports show that most consumers prefer human interactions with service employees. Drawing on this observation, the current study examines how customers' service experiences with employees and AI influence customer engagement and loyalty. Customers’ emotional intelligence is proposed as a moderator between service experience and customer engagement. The study was conducted with hotel customers in Australia. The results show that whilst both service experience with employees and AI are significantly related to customer engagement and loyalty, only certain dimensions make significant unique variances in the outcome variables. The findings indicate that customers prefer employee service. These service experiences also have significant partial mediation effects on customer loyalty. Emotional intelligence has a significant moderation effect on customer engagement. Discussion of these findings and implications derived from this study concludes this paper.     

人工智能技术变革对国际贸易的影响

人工智能技术的快速发展正催生第四次工业革命,可能引发全球价值链深度重构和世界经贸格局重大变革。世界主要经济强国将发展人工智能技术作为争夺新一轮产业竞争优势的重要战略抓手。本文基于全球价值链视角研究人工智能技术变革对国际贸易的影响,我们发现人工智能技术变革可能推动国际贸易规模扩大,提升服务贸易份额,并促进国际贸易交易模式平台化、小宗化,可为中小企业创造更多参与国际贸易的机会。然而,人工智能技术变革也可能通过降低企业劳动力需求从而对我国等发展中国家的出口拉动型增长模式造成严重的潜在威胁。为应对人工智能技术变革,我国应部署并强化对人工智能产业发展的政策支持,加快培育制造业国际竞争新优势,大力推动先进制造业与现代生产性服务业深度融合发展,全面促进"中国制造"攀升全球价值链中高端。     

Designing,developing, and deploying artificial intelligence systems: Lessons from and for the public sector

Artificial intelligence applications in cognitive computing systems can be found in organizations across every market, including chatbots that help customers navigate websites, predictive analytics systems used for fraud detection, and augmented decision-support systems for knowledge workers. In this article, we share reflections and insights from our experience with AI projects in the public sector that can add value to any organization. We organized our findings into four thematic domains—(1) data, (2) technology, (3) organizational, and (4) environmental—and examine them relative to the phases of AI. We conclude with best practices for capturing value with cognitive computing systems.