Unveiling the nexus between commercialization environment, marketing strategy, entrepreneurial creativity and performance in artificial intelligence-focused enterprises

Abstract

Purpose - The purpose of the research paper is to understand and analyze the factors necessary to increase the success of artificial intelligence (AI)-focused enterprises, as well as to examine how key elements such as the commercialization process, marketing strategies and innovation skills of AI-focused enterprises interact and play a role. Design/methodology/approach - Convenience sampling method was used in the research. The main population of the research consists of AI-focused enterprises operating in technoparks. Analysis results were presented with a total of 978 forms. Analyzes were made in SmartPLS 4 program. Findings - As a result of the analyzes, it is supported by hypotheses that the commercialization environment, marketing strategy and entrepreneurial creativity positively affect the performance variables for AI-focused enterprises. These results are important findings that technology-focused enterprises should pay attention to. Research limitations/implications - Since the research was conducted by collecting data from AI-focused enterprises operating in technoparks in Istanbul, it would not be correct to evaluate the analysis results by making generalizations. For this reason, it is recommended that future similar researches should take this limited situation into account. Practical implications - As a result of this research, it is important for entrepreneurs to manage the commercialization process, design marketing strategies and produce innovative ideas in terms of performance criteria; at the same time, entrepreneurs can reach their target audiences by presenting their products/services with the right marketing strategy, and entrepreneurs should solve problems creatively by producing innovative ideas is indicated. Originality/value - It is very important to examine the topics of "Commercialization Environment", "Marketing Strategy" and "Entrepreneurial Creativity" together in AI-focused enterprises, and especially to consider these issues together as a research topic, because a research in which these three issues are discussed together is very important. It is important both for the success of AI-focused enterprises and for gaining a new perspective.