Abstract
PurposeTechnology 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.
Subject
Strategy and Management,Public Administration,Business and International Management,General Economics, Econometrics and Finance
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