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.
Highlights
The introduction of new products and their popularity and success in the market has become a hot topic in academia, where there have been many discussions and debates. ere is a prominent as well as constantly developing competition in the markets, in addition to rising shifts in the business atmosphere and frequent changes in customers’ tastes
Discussion and Implications e results exposed that the technical infrastructure quality dimension of artificial intelligence has positive and significant nexus with the success of new products. ese outcomes are in line with the study in [51] that exposed that the success of new products depends on the quality of technical infrastructure of the organization. e results have proved that the dimension of artificial intelligence, management capability, is associated with new product success in a positive manner. e study by Najafi-Tavani et al [52] agrees with our results as they have proved the positive association of management capability with the market success of new products
With the evidential support from the manufacturing companies, this paper suggests how to incorporate artificial intelligence and nonartificial intelligence in organizations for the creativity and success of new products. e results conclude that the three dimensions of artificial intelligence, technical infrastructure, management capabilities, and personnel expertise, ensure competitive advantages for the new products and their success among the market rivals, because they bring about improvement in the operational, production, and marketing strategies, technology, and procedures, coping with the changing trends. e artificial intelligence brings about innovation and agility in the production on which new product success is dependent
Summary
The introduction of new products and their popularity and success in the market has become a hot topic in academia, where there have been many discussions and debates. ere is a prominent as well as constantly developing competition in the markets, in addition to rising shifts in the business atmosphere and frequent changes in customers’ tastes. One of the basic objectives of business organizations is to bring changes, improvement, and creativity in the production of goods and services to respond to the existing and anticipated changes [1]. In this highly competitive atmosphere, business enterprises attempt to introduce a wide range of new products and make their marketing successful as well. In order to make new products successfully compete in the market, several changes in the business policies, managerial strategies and practices, infrastructure, personnel expertise, production, and marketing procedures are required to occur.
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