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- Title
The Role of Artificial and Nonartificial Intelligence in the New Product Success with Moderating Role of New Product Innovation: A Case of Manufacturing Companies in China.
- Authors
Jianjun, Hou; Yao, Yi; Hameed, Javaria; Kamran, Hafiz Waqas; Nawaz, Muhammad Atif; Aqdas, Ramaisa; Patwary, Ataul Karim
- Abstract
Currently, there is an increasing trend in the organizations towards examining the artificial intelligence and nonartificial intelligence for the innovation and success of the new product, as well as getting the intentions of the upcoming researchers. Thus, the purpose of the ongoing study is to examine the role of artificial and nonartificial intelligence in the new product success along with the moderating role of new product innovation in the manufacturing organizations of China. The quantitative methods have been followed by the study and gathered the responses from the respondents using questionnaires, and analysis has been conducted by using the smart-PLS. The results exposed that artificial intelligence and nonartificial intelligence have positive and significant nexus with the new product success. The outcomes also revealed that the new product innovation significantly moderated the links among the nonartificial intelligence and new product success, but it insignificantly moderated the links among the artificial intelligence and new product success in the manufacturing organizations of China. These findings have provided the guidelines to the manufacturing companies and their policies developing authorities that they should be developed and implement the suitable policies regarding the adoption of artificial intelligence and nonartificial intelligence that enhance the success of the new product, which ultimately enhances the success of the organization.
- Subjects
CHINA; ARTIFICIAL intelligence; NEW product development; MANUFACTURED products; MANUFACTURING processes; SUCCESS; ADVANCED planning &; scheduling
- Publication
Complexity, 2021, p1
- ISSN
1076-2787
- Publication type
Article
- DOI
10.1155/2021/8891298