Bibliographic Details
| Title: |
Employing Marketing Artificial Intelligence to Achieve Organizational Renewal for Iraqi SMEs. |
| Authors: |
Al-kalabi, Ameer Nama, abdulsahib, Ahmed Mahdi, abad, Hawraa Sahib, jasim alobeidi, Azhara Aziz, kareem Al.thabhawee, Amer abed, Alkaseer, Natalya Ahmed |
| Source: |
International Journal of Operations & Quantitative Management (IJOQM); Dec2024, Vol. 30 Issue 4, p59-73, 15p |
| Subject Terms: |
ARTIFICIAL intelligence, DATA mining, ELECTRONIC data processing, BIG data, SMALL business |
| Abstract: |
Organisational renewal has emerged as a critical factor in achieving organisational success, warranting greater attention from contemporary researchers. Consequently, this study investigates the influence of the independent variable--marketing artificial intelligence--comprising its dimensions: data mining, data processing, and big data, on the dependent variable, organisational renewal. In line with this objective, the study adopts a quantitative approach, which, although not inherently ideal for survey-based research, operates on the premise that data can be gathered from a population (or, in this case, a sample) through a structured questionnaire. The research concentrates on small and medium-sized enterprises (SMEs) functioning within the Iraqi context, specifically targeting the city of Najaf, where the business environment is rapidly evolving and characterised by dynamism. The questionnaire was administered to employees within the selected organisations, deliberately excluding managerial staff to ensure the accuracy and impartiality of the findings. The results indicate that marketing artificial intelligence, along with its components--data mining, data processing, and big data--significantly contributes to the organisational renewal of Iraqi SMEs. Accordingly, the study recommends that organisations prioritise the adoption and integration of marketing artificial intelligence, given its substantial impact not only on organisational renewal but also across various facets of organisational functioning. [ABSTRACT FROM AUTHOR] |
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| Database: |
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