Creating firm value, overcoming organizational inertia through the marketing value chain

• Autores: Palomino-Tamayo, Walter, Timaná, Juan S.
• Formato: artículo
• Fecha de Publicación: 2022
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/4612
• Enlace del recurso: https://hdl.handle.net/20.500.12640/4612; https://doi.org/10.1108/ARLA-06-2021-0119
• Nivel de acceso: acceso abierto
• Materia: Firm value; Firm performance; Organizational inertia; Marketing intensity; Marketing value chain; Valor de la empresa; Desempeño de la empresa; Inercia organizacional; Intensidad del marketing; Cadena de valor del marketing; https://purl.org/pe-repo/ocde/ford#5.02.04

Purpose: Technology may produce disruptive changes and market turbulence in any industry. Organizational inertia becomes relevant as a factor that adversely affects organizational transformation; this study aims to examine how to overcome it and its consequences to firms. Design/methodology/approach: The model estimation with seemingly unrelated regression and two-stage least square. The authors build a data set of years 2015–2019 from the Lima Stock Exchange firms to test the hypotheses. Findings: In this research, using the evolutionary-ecological theory of Hannan and Freeman, the study shows the consequences of organizational inertia on marketing intensity and subsequently on firms' financial results. Originality/value: This study presents an inter-functional model that links organizational behavior, marketing and finance functions, through the marketing value chain to overcome organizational inertia and create firm value.