...Muddassar Sarfraz; Kausar Fiaz Khawaja; Zarmina Waheed Purpose This research aims to elucidate the interplay between implementing digital strategies, adopting big data analytics–artificial intelligence (BDAAI), and business process innovation, with a particular emphasis on assessing the moderating...

... rights only Robotic process automation Resource-based view Business process Artificial intelligence Information systems Digital strategy Viewed as powerful internal aspects of a company, organizational resources and capabilities have been used as a way to achieve competitive advantages...