aceThe role of AI robotics and marketing execution capabilities in B2B value realization and accumulation under technological uncertainty
Purpose This study aims to examine how artificial intelligence (AI) robotics capability is associated with customer value realization (CVR) and brand value (BV) in business-to-business (B2B) markets, and whether marketing execution capability (MEC) explains these relationships under technological uncertainty. Design/methodology/approach Drawing on the resource-based view and resource orchestration perspectives, this study uses unbalanced panel data from 234 Chinese B2B firms (2011–2022). AI-enabled robotics capa…
Among Chinese B2B firms, AI robotics capability's value potential is realized when firms can execute, coordinate and deliver AI-enabled offerings through marketing execution capability, raising customer value realization and brand value.
AI robotics capability alone shows no automatic direct association with customer value realization or brand value, and technological uncertainty weakens its link to marketing execution capability.
The evidence comes from Chinese B2B firms and uses patent data as the measure of AI robotics capability, and the findings are described as associations, so causality and generalization are not established.
Evidence
- Peer-reviewedJournal of Business & Industrial Marketing2026-10-18
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Truvace Impact Record TRV-2026-1904, v1: “The role of AI robotics and marketing execution capabilities in B2B value realization and accumulation under technological uncertainty.” Truvace, 2026-10-19. /record/TRV-2026-1904 (accessed at citation time). sha256 b37cb920bc9417b7…
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