Is ChatGPT a source to enhance firms’ strategic value and business sustainability?

Abstract

Purpose This study aims to investigate the effects of three dimensions of ChatGPT strategic value – organization support (OS), managerial productivity (IM) and decision aids (DA) – on the business sustainability (BS) of Malaysian public universities. Design/methodology/approach A quantitative methodology was adopted for this study to examine the relationships between ChatGPT strategic value and the BS of Malaysian public universities. Findings The study found that two dimensions of ChatGPT strategic value, namely, OS and IM, influence BS, whereas DA do not. Research limitations/implications To the best of the author’s knowledge, this study is the first to address the relationship between ChatGPT strategic value and BS in a specific context – Malaysian public universities – providing new contributions to theory by extending the literature on the topic. Practical implications The findings are expected to guide universities in Malaysia in leveraging ChatGPT strategic value for enhancing BS. Originality/value To the best of the author’s knowledge, this empirical study is the first in the literature to examine the relationships between ChatGPT strategic value and BS in the education sector. Supported by an original conceptual model, the insights provided should extend the literature dedicated to ChatGPT strategic value and BS in the context of a South Asian economy.