Today, businesses are facing increasing demands from the customers and strong competitive pressure. Firms must continuously deliver value and satisfy customer demands to survive and maintain growth in the market. In this regard, organizations are implementing Industry 4.0 (I4) technologies to satisfy customer requirements, deliver value and sustain in the market. This study examines how strategic orientations (market and technology orientation) influence firms to adopt I4 technologies, and how I4 technologies can help to deliver customer value and improve firm performance. To this end, the study posits that adoption of I4 technologies develops innovation capability, which can lead to desired performance outcomes (innovation and market performance). The proposed model is examined using survey responses from 154 US industrial firms. Findings show that market and technology orientation have significant effect on adoption of I4 technologies, and partial mediation effect of technology orientation between market orientation and adoption of I4 technologies. Further, I4 technologies help to build innovation capability, which improves performance outcomes. The study provides implications for managers in industrial firms with regard to understanding the key facets of I4 technologies.

中文翻译：

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市场导向和技术导向对工业4.0技术和市场表现的影响：创新能力的作用

如今，企业面临着客户日益增长的需求和强大的竞争压力。企业必须不断创造价值并满足客户需求，才能在市场中生存并保持增长。在这方面，组织正在实施工业 4.0 (I4) 技术来满足客户需求、创造价值并维持市场。本研究探讨了战略导向（市场和技术导向）如何影响企业采用 I4 技术，以及 I4 技术如何帮助交付客户价值和提高企业绩效。为此，该研究认为，采用 I4 技术可以开发创新能力，从而实现预期的绩效结果（创新和市场绩效）。我们使用 154 家美国工业企业的调查回复来检验所提出的模型。研究结果表明，市场和技术导向对I4技术的采用有显着影响，并且技术导向在市场导向和I4技术的采用之间具有部分中介作用。此外，I4 技术有助于建立创新能力，从而提高绩效成果。该研究为工业企业的管理者了解 I4 技术的关键方面提供了启示。