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Artificial Intelligence on Production and Operation of New Products -An Emerging Market Analysis of Technological Advancements a Managerial Perspective

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Artificial Intelligence on Production and Operation of New Products -An Emerging Market Analysis of Technological Advancements a Managerial Perspective Revista Argentina de Clínica Psicológica 69 2020, Vol. XXIX, N°5, 69-82 DOI: 10.24205/03276716.2020.1008 The Impact of Artificial and Non- Artificial Intelligence on Production and Operation of new Products -An Emerging Market Analysis of Technological Advancements A Managerial Perspective Chunhui Huoa, Javaria Hameeda*, Inzamam Ul Haqb, Sohail M. Nomanc, Sohail Raza Chohand Abstract Currently, the new product development and success has been an essential factor for the success of an organization and prominent issue that needs high artificial along with non- artificial intelligence. Thus, the present study aim is to examine the role of artificial intelligence such as technical infrastructure quality, management capabilities and personal expertise along with non-artificial intelligence such as emotional and spiritual intelligence, information processing capability and responsiveness capability on the new product success of the manufacturing organization in China. The examination of the mediating role of new product innovativeness among the nexus of artificial along with non-artificial intelligence and new product success also included in the goals of the current study. The data has been gathered by using questionnaires from the research and development department of manufacturing companies in China and PLS-SEM has been used for analysis purpose. The results revealed that artificial along with non-artificial intelligence has a positive association with the new product success of the organization. The results also show that new product innovativeness positively mediating among the links of artificial and non-artificial intelligence and new product success of the manufacturing organizations in China. These findings have provided the guidelines to the regulation-making authorities that they should develop the regulation that promotes the artificial as well as non-artificial intelligence in the organization that has played a vital role in the success of the organization. Keywords: Artificial intelligence, Non-artificial intelligence, New product success, New product innovativeness, Market Analysis, Operation, Production 1. Introduction The achievement of the success of new products respond to the current and expected shifts (Nagata in the market has now become a hot issue for & Igaki, 2018). They attempt to introduce a new research and discussion among scholars. There is an variety of products and make them successful in the emerging competition in the market, growing shifts market. Several changes in the managerial in the business environment, and constant changes practices, policies, strategies, infrastructure, and in customers’ preferences, (Gulley, Nassar, & Xun, production and marketing procedures are needed 2018). To compete in the market, business to make the new products successful in the market organizations are striving to bring improvement to respond to the emerging market requirements. and innovation in their production to sense and Some researchers and scholars like Parhankangas and Renko (2017) Courtney, Dutta, and Li (2017) aAsia-Australia business college, Liaoning University, Shenyang, China. have given vent to their ideas about how to bDepartment of Management Science, Comsats university of Islamabad, Pakistan introduce new products in the market and how to cShantou University Medical College, Shantou, Guangdong, China make them successful as per changing market dSchool of Information Management, Nanjing University, China *Correspondence: Javaria Hameed (Asia-Australia business college, requirements. Though they have introduced some Liaoning University, Liaoning, China), Email: [email protected] factors which affect the popularity and success of REVISTA ARGENTINA 2020, Vol. XXIX, N°5, 69-82 DE CLÍNICA PSICOLÓGICA 70 Chunhui Huo, Javaria Hameed, Inzamam Ul Haq, Sohail M. Noman, Sohail Raza Chohan new products in the market, yet their research is intelligence facilitates the achievement of success incomplete. They have not yet covered many other in introducing new products, with the customers’ factors under their research and discussion, the satisfaction (Olsson & Fallde, 2015). For the success factors are vital in making the new products of new products, they must be more reliable, successful in the market. This piece of literature has durable, eco-friendly, and innovative in quality, as been written to address this gap by exploring the to compete with rivals in the market effectively role of artificial and non-artificial intelligence in (Modak, Panda, & Sana, 2016). Artificial intelligence making new products successful in the market. This facilitates this organizational goal. In this approach, artificial intelligence (Hassabis, Kumaran, management capabilities are improved that Summerfield, & Botvinick, 2017) and non-artificial contribute to efficient and timely operational and intelligence (Jouzdani & Biria, 2016) are playing an production strategies, the ability to make important role not only in removing the causes of appropriate decisions at the right time, and better failure of new products but also in bringing marketing policies (Contreras & Vehi, 2018). In improvements for the success of new products in addition to this contribution, specialized work the market. This paper proposes the utility of expertise is developed in personnel with the use of implementing artificial and non-artificial technical training, which adds to the innovation and intelligence for the achievement of successful new better quality in production. In China, the products by analyzing the implementation of this manufacturing companies are moving towards the intelligence in the manufacturing organizations in implementation and execution of artificial and non- China. artificial intelligence in their managerial, The article written by Makridakis (2017) operational, and production procedures. The represents the considerable significance of artificial companies that show serious conduct towards the intelligence in making the companies’ new products implementation of artificial and non-artificial successful in today’s highly competitive markets. intelligence are successful in introducing new This paper explores the ways how artificial products. intelligence promotes new products in the market This paper is the initial attempt to show the key by meeting the changing market demands. This influence of non-artificial intelligence on the study takes initial steps to enlighten, Artificial successful marketing of new products. In the intelligence (AI) plays a key role in the achievement contemporary competitive market environments, it of the successful introduction of new products in is intensely needed to keep an eye on the changing contemporary business organizations. Artificial market requirements and customers’ preferences intelligence is the utilization of machinery or and to create the ability to respond to those shifts technology to sense changes, respond to the in the business environment (McIntosh, De Janvry, changes, and perform in a superior way. Moreover, & Sadoulet, 2005). For this purpose, an effective it has become crucial for business organizations for information system is designed, collaboration with successful new products (Zerbino, Aloini, Dulmin, & the companies’ stakeholders is built, and judge the Mininno, 2018). AI improves the techniques, brings internal capabilities of personnel (Choi & innovation in technology used for production, and Contractor, 2016). Non-artificial intelligence is marketing methods. As argued by Bacchus (2001), implemented to utilize the information acquired the implementation of artificial intelligence appropriately to achieve the set goals. The provides competitive advantages by bringing collaboration among internal personnel and the improvements in the technical and analytical skills company’s outsider assists to improve production of managers and another workforce in business and service quality, and to build confidence in organizations. For the success of new products in customers that ultimately raise the market for the competitive markets, such technical capabilities are new products (Aqdas, Amin, Nawaz, & Abdullah, adopted under AI which integrates and 2020; Evans, 2015). The implementation of non- reconfigures the resources and procedures to cope artificial intelligence in the manufacturing up with the market shifts. As up-to-date plants, companies in China has created self-awareness in machinery, and technology are acquired for personnel and the awareness of the market shifts, production, and business operations, AI facilitates in technology, and customers’ preferences. Such quick decision making and minimizing the time awareness proves to be beneficial in making new required for the production and marketing of products successful. Recent research has products. The up-to-date technology in operations represented that the business organizations which removes the harmful factors and contaminating are implementing non-artificial intelligence are material from the production, thus artificial successful to compete the rivals in introducing and REVISTA ARGENTINA 2020, Vol. XXIX, N°5, 69-82 DE CLÍNICA PSICOLÓGICA 71 Chunhui Huo, Javaria Hameed, Inzamam Ul Haq, Sohail M. Noman, Sohail Raza Chohan selling new products in market places. Under the By now, research has thrown light only a few head of non-artificial intelligence, this paper factors that affect the success of new products. focuses on the remarkable influences of individual Several organizational areas that influence the personality
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