“…Many process industry firms still face challenges for process innovations, but digitalization and Industry 4.0, technologies show great potential from a technological perspective and promise to provide novel opportunities to industrial firms ( Chirumalla, 2021 ). In terms of organization innovation, it could be embedded in collaborative networks formed by cooperative relationships between partners, and collaborative relational features, such as diversity and strength, which reflect the distribution of a collaborative network, are important factors for organization innovation ( Liu et al, 2020 ). Marketing innovation involves the implementation of new marketing methods that involve significant changes in product packaging, placement, or pricing to market a product, but does not invoke any changes in the core product, and marketing managers expect marketing innovation to positively affect firm value ( Tang et al, 2021 ).…”