Strategic orientations, organizational ambidexterity, and sustainable competitive advantage: Mediating role of industry 4.0 readiness in emerging markets

We explore the relationship between strategic orientations (market orientation and entrepreneurial orientation), organizational ambidexterity, and sustained competitive advantage under the mediation of Industry 4.0 readi-ness. Based on data from a sample of 144 SMEs belonging to different economic sectors, we employed partial least squares-structural equation modeling to test our hypotheses. Empirical research suggests that market orientation and entrepreneurial orientation have a favorable relationship with Industry 4.0 readiness and sus-tainable competitive advantage. Moreover, our findings reveal that entrepreneurial orientation has a greater effect on SCA than market orientation in emerging markets. Furthermore, Industry 4.0 readiness acts as a full intermediary between strategic orientations and sustainable competitive advantage. This study contributes to the existing literature by exploring the relationship between strategic orientation and sustainable competitive advantage through Industry 4.0 as the mediator. SMEs' managers can use these findings to rethink their tech-nology adoption strategies and exploitative and explorative approaches.