Intelligent machines as information and communication technology and their influence on sustainable marketing practices for beneficial impact on business performance: A conceptual framework

Abstract

Intelligent machines are the machines or devices that make use of artificial intelligence and robotics technologies. It has the ability to accomplish a specific task in the presence of uncertainty and variability in its operating environment. Certainly, it can be used to support information and communication technology to streamline the creation, collection, processing, transmission, and storage of information for sustainable marketing practices. The flawless application of sustainable marketing practices results in beneficial impacts on business performance. In fact, the issue of unsustainable marketing practices can be effectively managed by intelligent machines. Therefore, this study is undertaken to uncover how intelligent machines can influence sustainable marketing practices for beneficial impacts on retailers’ business performance by proposing a unique conceptual framework. The theoretical contributions discuss two techno-sustainable marketing applications. First, intelligent machines improve incremental innovation. This allows retailers to balance technology risk with sustainable marketing and lower the cost of innovations. Second, intelligent machines increase business efficiency by automating sustainable marketing practices. This allows retailers to efficiently manage the inventory, improve fulfilment efficiency, and optimise stock levels. The managerial implications discuss two goals of sustainable marketing practices. First, it can attract sustainability-minded customers who support the retail business for their own well-being. Second, it builds a strong sustainable brand reputation that can lower the price sensitivity.