Marketing managers generally have to make marketing decisions under financial constraints (i.e., the firm’s inability to generate cash flow for investments and marketing), with limited assurance of the outcomes. Little investigation has been made into the effect of financial constraints on marketing intensity and the subsequent effect on firm value and performance, particularly when it is a volatile environment (e.g., Latin America) that creates the financial constraints. Using a conceptual framework grounded in agency theory, the authors develop a model and test it using a panel data set from the United States and five Latin American countries. The results indicate that financial constraints have a negative effect on marketing intensity and ultimately negatively affect firm value and performance. Furthermore, this study confirms the effect of three moderators—market sensitivity, country governance quality, and country economic development distance—on the relationship between financial constraint and marketing intensity and helps explain differences across the United States and Latin America.

PurposeThe objective of this research is to study work–life balance and intrinsic and extrinsic work values as antecedents of job embeddedness. Likewise, the conservation of resources (COR) theory is used as a framework of the study and the research contributes to expanding its field of action.Design/methodology/approachA quantitative study was designed, following the guidelines of the hypothetical-deductive method. The model is validated in a sample of 211 members of Generation Y with work experience. Data were analyzed using Partial Least Squares-Structural Equation Models (PLS-SEM).FindingsResearch has shown that work–life balance is an antecedent of job embeddedness for each dimension (links, fit and sacrifice). Regarding work values, the research results allow us to appreciate that for Generation Y; it is the intrinsic work values that are significant.Originality/valueJob embeddedness has been studied under the framework of the COR theory. The study contributes to expanding the field of action of this theory in terms of voluntary turnover and the tangible or intangible resources that influence it. The literature presents differing opinions about what members of Generation Y value in the workplace and results show that work–life balance and intrinsic work values are appreciated by them. The sample is made up of people with working experience while research on Generation Y often uses students. Companies will be able to offer more precise benefits to retain Generation Y based on this research.

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.

Population growth has brought with it pollution problems caused by plastic waste and the use of fossil fuels. Pyrolysis is a thermal degradation technology that finds a solution to these two major problems by transforming plastic waste into synthetic oil. In this research, a simulation of a pyrolysis plant that processes 60 tons per day of the three most common plastic waste (polyethylene, polypropylene, and polystyrene) in Peru to obtain synthetic oil is carried out. The product is compared with a commercial WTI oil and a diesel fuel to validate its properties. An economic analysis is carried out to obtain the net present value (NPV) of the project for a horizon of 10 years. From the results of the simulation, a production of 12 thousand barrels per month of synthetic oil was obtained with a liquid product yield of 81.6%, and with 50.6 °API. This result shows that synthetic oil is lighter than a commercial oil but does not have the properties of a diesel fuel to be marketed without first undergoing an additional refining process. Finally, in the economic analysis, a NPV of $18.8 million dollars, an internal rate of return (IRR) of 80% and a project investment recovery period of 1.3 years were obtained.