Abstract
PurposeThe theoretical background bases on the big data analytics-artificial intelligence (BDA-AI) technologies and supply chain ambidexterity (SCAX) in the firms to assess their sustainability endeavors such as green supply chain management (GSCM) to improve their green communication and corporate image.Design/methodology/approachAround 220 participants in the manufacturing firms are participants' industry expertise, diverse roles, and representation as key stakeholders.FindingsThe results show BDA-AI and SCAX affected on GSCM and found the significant relationships with green communication and corporate image. Green communication was discovered to impact corporate image significantly.Originality/valuePrior studies are neglected to address the relationship among the AI, powered by rapid computational and BDA breakthroughs, redefines cognitive tasks, achieving feats previously deemed impossible-making implicit judgments, simulating emotions, and driving operations. This study selects manufacturing firms as respondents due to their forefront of BDA-AI and supply chain ambidexterity adoption to benefit the operational efficiency and competitiveness. The firms intricate supply chains, diverse stakeholders, and strategic emphasis on corporate image make it an ideal context to examine the nuanced impact of these technologies.
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