Digital intelligence technologies, with big data and artificial intelligence (AI) as the core, have been widely used in the field of marketing; however, the impact of digital intelligence technology application (DITA) on product innovation performance (PIP) from the perspective of the interaction of dynamic capability (DC) and top management team (TMT) heterogeneity requires further elaboration. This paper proposes a moderated mediation model to explore the mediating role of DC and the moderating role of TMT heterogeneity in disciplinary background.
Listed pharmaceutical manufacturing firms in China’s Shanghai and Shenzhen A-share markets from 2012 to 2021 are employed as the data sample. The refined dataset, which comprises 1,662 observations, is adopted to test the hypothesis.
DITA positively affects PIP, with DC partially mediating this relationship. TMT heterogeneity in disciplinary background positively moderates the mediating effect of DC between DITA and PIP.
Firstly, it introduces the concept of DC from strategic management research into the research framework of product innovation drivers, providing an effective explanatory mechanism for understanding the source of customer value. Secondly, this study introduces imprinting theory from the field of organizational behavior into the research of product innovation, thereby expanding the theoretical scope of internal marketing. Thirdly, by constructing a measure of TMT heterogeneity of disciplinary background, this study provides new theoretical insights into understanding the value of business professionals.
Firstly, lay more emphasis on applying digital intelligence technology to enhance customer value by increasing PIP. Secondly, promote the improvement of DC through a firm-level DITA strategy. Thirdly, foster the formation of heterogeneous TMTs to strengthen the promoting effect of DITA on DC.
This study contributes to the synergy of marketing theory and innovation management theory in the AI era. Marketing research traditionally adopts an outside-in perspective; however, this paper mainly adopts an inside-out perspective, which is particularly relevant in the new era when DITA promotes profound changes in marketing. This paper provides strategic guidance for DITA and the establishment of heterogeneous TMTs in practice.
