Across 234 Chinese B2B firms, AI robotics paid off only where marketing could deliver, a study found
The study analyzed unbalanced panel data from 234 Chinese business-to-business firms covering 2011 to 2022. It measured AI-enabled robotics capability through patent portfolios and built a multidimensional marketing execution index, then tested a moderated mediation model with fixed-effects regression.
Journal of Business & Industrial Marketing
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