Leveraging generative AI capabilities for competitive advantage: A moderated mediation analysis of environmental dynamism and service innovation

IF 7.5 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2025-05-31 DOI:10.1016/j.indmarman.2025.05.007

Lixu Li , Chenli Xu , Qianjun Zhang , Yaoqi Liu , Qiang Li

{"title":"Leveraging generative AI capabilities for competitive advantage: A moderated mediation analysis of environmental dynamism and service innovation","authors":"Lixu Li , Chenli Xu , Qianjun Zhang , Yaoqi Liu , Qiang Li","doi":"10.1016/j.indmarman.2025.05.007","DOIUrl":null,"url":null,"abstract":"<div><div>As generative AI increasingly transforms industrial markets, B2B firms face the imperative to strategically leverage it to sustain competitive advantage. Grounded in dynamic capabilities theory, this study establishes a novel framework to examine the interconnections among generative AI capabilities, service innovation, and competitive advantage under varying levels of environmental dynamism. Analyzing data from 260 Chinese firms, this study reveals that the three dimensions of service innovation—service concept, service process, and customer experience—serve as key mediators between generative AI capabilities and competitive advantage. Furthermore, a counterintuitive discovery is that environmental dynamism negatively moderates the mediation effects of service concept innovation and customer experience innovation on the relationship between generative AI capabilities and competitive advantage. These findings contribute to the literature on AI integration in B2B contexts by elucidating the conditions under which generative AI capabilities translate into competitive advantage, offering practical insights for firms navigating dynamic industrial landscapes.</div></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"128 ","pages":"Pages 10-20"},"PeriodicalIF":7.5000,"publicationDate":"2025-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Industrial Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0019850125000847","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

As generative AI increasingly transforms industrial markets, B2B firms face the imperative to strategically leverage it to sustain competitive advantage. Grounded in dynamic capabilities theory, this study establishes a novel framework to examine the interconnections among generative AI capabilities, service innovation, and competitive advantage under varying levels of environmental dynamism. Analyzing data from 260 Chinese firms, this study reveals that the three dimensions of service innovation—service concept, service process, and customer experience—serve as key mediators between generative AI capabilities and competitive advantage. Furthermore, a counterintuitive discovery is that environmental dynamism negatively moderates the mediation effects of service concept innovation and customer experience innovation on the relationship between generative AI capabilities and competitive advantage. These findings contribute to the literature on AI integration in B2B contexts by elucidating the conditions under which generative AI capabilities translate into competitive advantage, offering practical insights for firms navigating dynamic industrial landscapes.

查看原文本刊更多论文

利用生成式人工智能能力获得竞争优势：环境动态性和服务创新的中介分析

随着生成式人工智能日益改变工业市场，B2B公司必须战略性地利用它来保持竞争优势。本研究以动态能力理论为基础，建立了一个新的框架来考察不同环境动态性水平下生成式人工智能能力、服务创新和竞争优势之间的相互关系。本研究分析了260家中国企业的数据，发现服务创新的三个维度——服务理念、服务流程和客户体验——是生成式人工智能能力与竞争优势之间的关键中介。此外，一个反直觉的发现是，环境动态性负向调节服务概念创新和客户体验创新对生成人工智能能力与竞争优势关系的中介作用。这些发现通过阐明生成人工智能能力转化为竞争优势的条件，为企业导航动态产业格局提供了实际见解，从而为B2B背景下的人工智能集成文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.