The Impacts of Big Data Analytics and Artificial Intelligence on Supply Chain Strategic Performance: An Empirical Study

Abstract

The present paper investigates the impacts of Big Data Analytics and Artificial Intelligence (BDA-AI) technologies on the Supply Chain Strategic Performance (SCSP), focusing on reliability, environmental and social performance. It also examines the moderating role of Organizational Culture (OC). Using the Supply Chain Operations Reference (SCOR) model and Dynamic Capabilities Theory (DCT) as theoretical frameworks, the study employed a structured questionnaire distributed to Supply Chain (SC) professionals across various industrial sectors essentially based in Morocco. In fact, a total of 200 professionals were initially targeted using the virtual snowball sampling method. That is, 97 survey responses were effectively collected and then analyzed. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The obtained results demonstrate that BDA-AI technologies positively and significantly influence Supply Chain Reliability (SCRE). However, while a positive impact on Environmental Performance (ENPER) and Social Performance (SOPER) was observed, it was not statistically significant. Moreover, OC significantly moderates the effect of BDA-AI on SCRE. To sum up, this paper contributes to the existing literature by providing empirical evidence of the strategic benefits of BDA powered by AI in Supply Chain Management (SCM). Furthermore, it sheds light on the importance of OC as a critical factor in realizing the full potential of such technologies in digital transformation context.