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

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.