Designing a Knowledge-Based Business Model in a VUCA environment Using Artificial Intelligence and the Grounded Theory Approach
Keywords:
Artificial Intelligence, Knowledge-Based Business, technological infrastructure, Innovative Culture, Decision-Making Risk ManagementAbstract
This study aimed to develop a conceptual model for designing knowledge-based business models in VUCA environments through the integration of artificial intelligence, using a grounded theory methodology. This qualitative study employed the grounded theory approach to construct a model for knowledge-based business operations in VUCA environments. Data were collected through in-depth interviews with 25 experts (18 male and 7 female), including both academic and industry specialists. Participants ranged from under 35 to over 45 years old, and possessed master’s (n = 11) or doctoral degrees (n = 14) with 10–20 years (n = 13) or over 20 years (n = 12) of work experience. Data analysis followed the systematic coding framework of Anselm Strauss and Juliet Corbin (1998) using ATLAS.ti software, progressing through open, axial, and selective coding stages. The results revealed six main categories: causal conditions (advanced data analytics, rapid competitive innovation, AI growth, advanced knowledge management, short technology lifecycles, customization demand); contextual conditions (technological, legal–ethical, risk-taking, cybersecurity, collaborative innovation infrastructures); intervening conditions (unstable economy, shortage of skilled workforce, weak digital maturity, lack of policymaker support, absence of a learning organization, lack of an innovative culture); strategies (AI effectiveness, knowledge dynamism, customer-centric innovation, continuous organizational learning, decision-making optimization); and consequences (sustainable competitive advantage, intelligent organizational agility, knowledge-based value creation, decision-making risk management, effective customer management, digital organizational resilience). These components were structured into a theoretical model that illustrates the process of embedding AI into knowledge-based business design for turbulent environments. Integrating AI into knowledge-based business models enables organizations to enhance strategic agility, operational efficiency, and resilience in VUCA contexts. The grounded theory model offers a comprehensive framework for aligning causal drivers, contextual enablers, and strategic mechanisms to achieve sustainable competitive outcomes.
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Copyright (c) 2024 Majid Robat Sarpoosh (Author); Seyed Abbas Heydari; Majid Fattahi (Author)
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