An Integrated Artificial Intelligence and Resource Base View Model for Creating Competitive Advantage

Abstract

Objective – The performance of MSMEs (Micro, Small, and Medium Enterprises) is one of the main indicators to increase Indonesia's economic growth. The contribution of Indonesia's MSMEs is low in the global market and the lowest in ASEAN. One of the ways to increase the contribution is to create the value of competitiveness product. Management of resources is needed to provide high-quality products and competitive advantage of the company. This study aims to examine the combination of resources of the company through the Resource Base-View (RBV) approach. Methodology/Technique – A mix research method was employed, utilizing multiple criteria decision making as the analysis method and the Analytical Hierarchy process (AHP) as the instrument tool of the analysis. The respondents were 100 MSMEs in Pontianak. Findings – The criteria were determined by RBV Concept and the characteristic of company resources. The combination was the sequence level of the weight of the resources. The study also formulated the integration of the Artificial Intelligence and RBV model. The results of the study indicated that human resource is as the highest priority of company attention and the following sequences are marketing and distribution, finance and funding, operational and production, and the internet usage and technology. Novelty – The study also resulted in the creation of the RBV-AI Framework model to obtain strategic resources maintaining the competitive advantage of the company. Type of Paper: Empirical. Keywords: Artificial Intelligence (AI), Resource Base-View (RBV), MSMEs. Reference to this paper should be made as follows: Ristyawan; M.R. 2020. An Integrated Artificial Intelligence and Resource Base View Model for Creating Competitive Advantage, J. Bus. Econ. Review, 5(1) 28– 37 https://doi.org/10.35609/jber.2020.5.1(4) JEL Classification: M15, O32