Artificial Intelligence (AI) is a game-changing capability in industrial markets that can accelerate humanity's race against climate change. Positioned in a resource-hungry and pollution-intensive industry, this study explores AI-powered climate service innovation capabilities and their overall effects. The study develops and validates an AI model, identifying three primary dimensions and nine subdimensions. Based on a dataset in the fast fashion industry, the findings show that the AI-powered climate service innovation capabilities significantly influence both environmental and market performance, in which environmental performance acts as a partial mediator. Specifically, the results identify the key elements of an AI-informed framework for climate action and show how this can be used to develop a range of mitigation, adaptation and resilience initiatives in response to climate change.
What is market orientation? Definition and stages - Market Business News
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While data-driven innovation (DDI) is receiving substantial attention from academics and industry specialists, there is limited research on its dimensions and effects in marketing. We address this theoretical gap by examining the following research questions: ‘What are the necessary firm-level capabilities of DDI and its effects in a marketing environment?’ Drawing from the resource-based view (RBV), dynamic capabilities (DC), and market orientation theories, this study presents a data-driven innovation capabilities (DDIC) framework and proposes a new conceptualisation with new data product performance through new data product creativity. Based on a systematic literature review and thematic analysis, the findings offer seven propositions to enrich the emerging DDI theory in marketing and guide managerial decision making.