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

Creating firm value, overcoming organizational inertia through the marketing value chain 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/approachThe 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.FindingsIn 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1012-8255
DOI
10.1108/arla-06-2021-0119
Publisher site
See Article on Publisher Site

Abstract

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/approachThe 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.FindingsIn 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/valueThis 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.

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Feb 14, 2022

Keywords: 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

References