![]() The results exposed that artificial intelligence and nonartificial intelligence have positive and significant nexus with the new product success. The quantitative methods have been followed by the study and gathered the responses from the respondents using questionnaires, and analysis has been conducted by using the smart-PLS. Thus, the purpose of the ongoing study is to examine the role of artificial and nonartificial intelligence in the new product success along with the moderating role of new product innovation in the manufacturing organizations of China. This could help a firm’s engineering teams to upgrade and catch up with customer technologies.Ĭurrently, there is an increasing trend in the organizations towards examining the artificial intelligence and nonartificial intelligence for the innovation and success of the new product, as well as getting the intentions of the upcoming researchers. ![]() For the engineering implications, managers are encouraged to work closely with customers, especially customers with high technological capability. However, there is no evidence to support that customers who invested in ICTs have positively affected firms to achieve the most complex levels of technology usage in these three groups. ![]() The results indicate that customers who invested in ICTs significantly and positively affect the technological capability upgrading of a firm in the groups of production planning, inventory management, and data analysis. A hierarchical multiple linear regression method is used to analyze 141 respondents collected from the Thai manufacturing firms during March–April 2019. ![]() Each group consists of four levels of technological capabilities ranging from the fundamental to the most complex levels of technology usage. This paper focuses on three groups of firm technological capabilities such as production planning, inventory management, and data analysis. This paper empirically examines the effects of customers who invested in Information and Communication Technologies (ICTs) on the technological capabilities of a firm for upgrading toward Industry 4.0. ![]()
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