Adoption of digital novel technologies (DNT) is an important phenomenon faced by managers that is attracting emergent research attention. Although previous research establishes that DNT in general enhance business performance, more recent theorizing suggests that this may not always be the case. Notwithstanding, researchers have paid little attention to contingency conditions that may affect the strength and nature of the relationship between DNT and marketing performance. By examining organizational factors that moderate the DNT–performance relationship, this study explores types of firm for which DNT are particularly beneficial. Based on survey data from firms and empirical analyses, findings indicate that firms pursuing agility and digital business transformation strategies are in a favorable position to achieve better performance when adopting DNT. Additionally, the DNT–performance link is stronger for smaller, product-based firms, regardless from B2B/B2C sectors. The study sheds light on the vision of Industry 4.0 transition with implications for academics. Executives evaluating the adequacy of DNT adoption should consider certain contingencies advanced in this research.

数字新技术（DNT）的采用是管理者面临的一个重要现象，正在引起新兴研究的关注。尽管之前的研究表明 DNT 总体上可以提高企业绩效，但最近的理论表明情况可能并非总是如此。尽管如此，研究人员很少关注可能影响 DNT 与营销绩效之间关系的强度和性质的意外情况。通过研究调节 DNT 与绩效关系的组织因素，本研究探讨了 DNT 特别有益的公司类型。根据企业的调查数据和实证分析，研究结果表明，追求敏捷性和数字业务转型战略的企业在采用 DNT 时处于取得更好绩效的有利位置。此外，无论是 B2B/B2C 行业，对于规模较小、以产品为基础的公司来说，DNT 与绩效的联系更为紧密。该研究揭示了工业 4.0 转型的愿景，对学术界具有重要意义。评估 DNT 采用是否充分的高管应考虑本研究中提出的某些意外情况。