Big data artificial intelligence to promote new product performance: the role of electronic-supply chain collaboration in B2B firms

Purpose This study aims to examine how big data analytical intelligence (BDAI) assimilation promotes new product performance (NPP) in business-to-business (B2B) manufacturing firms. This study tests the intermediary role of artificial intelligence (AI) capabilities and the contingency impact of electronic supply chain collaboration (ESCC) in the relationship between BDAI assimilation and NPP. Design/methodology/approach Drawing on the dynamic capabilities theory (DCT), this study tests the moderated-mediation model using multi-wave, multi-source data collected from 291 Chinese B2B manufacturing firms. Structural equation modeling was applied to test the proposed hypotheses. Findings The results demonstrate that BDAI assimilation significantly promotes NPP, and AI capabilities act as an intermediary bridge – empowering B2B firms to convert BDAI assimilation into enhanced NPP. This study further found that this mediation model is strengthened through the contingency impact of ESCC and increases its indirect effect on NPP. Practical implications This study suggests that B2B managers and policy architects should recognize that investment in BDAI assimilation is not sufficient. However, building AI capabilities might fully support BDAI assimilation to gain innovation outcomes such as NPP. This study further suggests the practical implications of ESCC in achieving higher returns through AI capabilities in the B2B context. Originality/value This study has threefold contributions to the existing literature on big data innovation and B2B firms. This study contributes to extend DCT by emphasizing AI capabilities as an intermediary channel and ESCC as a vital contingency – strengthening the relationship between BDAI assimilation and NPP. We contributed and understand how Chinese B2B firms strategically used big data and AI strategies to reach firms’ competitive advantage.