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NTU Management Review Vol. 33 No. 3 Dec. 2023

Conceptual Framework and Applications of Intelligent Interactive
Orientation: Evidence from the Electronics Industry in Taiwan

Pi-Hui Chang, Department of Business Administration, National Taipei University
Ting-Ling Lin, Department of Business Administration, National Taipei University
Jun-Yu Zhong, Department of Business Administration, National Taipei University
Hsien-Tung Tsai, Department of Business Administration, National Taipei University

Studies on interactive orientation in the literature have widely identified its usefulness

to businesses of advanced information technologies in strengthening responsiveness,
maintaining positive interactions with customers, empowering and motivating customer
participation, and implementing customer value management to strengthen customer

relationships, promote value co-creation, and secure competitive advantage (Ramani and
Kumar, 2008). However, the concept of intelligent agent technologies (IATs) proposed
by Kumar, Dixit, Javalgi, and Dass (2016) does not include the concept of interactive
orientation, not to mention it is not linked to the internal characteristics of IATs. It is
expected that integrating these two concepts will allow manufacturers to better respond

to diverse market demands and better adjust operational performance to rapidly changing
environmental conditions.
Moreover, the concept of intelligent interactive orientation (IIO) proposed in this

study draws on the perspectives of interactive orientation, IATs, and customer perceived
values. First, we apply a case study approach and interactive orientation theory framework
in the concept development process to conduct in-depth interviews with operators and
senior managers to elucidate how manufacturers use intelligent technologies to adopt,
adjust to, and respond to customer needs. Next, we integrate case studies addressing

the value creation experience of both parties (manufacturers/suppliers and customers)
to explore how manufacturers use interactive orientation and IATs to respond to market
volatility. After comparing our results with the process, ideas, and execution method used

in Ramani and Kumar’s (2008) interactive orientation, we highlight the similarities and
differences between the two studies. Finally, we describe the rationale and process of
incorporating interactive orientation into IIO and explain the concepts and connotations of
IIO components.

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