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This research aims to determine absorptive capacity's impact on innovation in SMEs in Peru. SMEs in Latin America tend to be characterized by technological backwardness, and innovations, if any, tend to be incremental in nature. In Peru, more than half of innovation activities are destined to the acquisition of capital goods. In this sense, rather than generate innovation, SMEs tend to adopt existing innovations. Thus, in order to reap the benefits of innovation adoption, SMEs must possess a high degree of absorptive capacity, understood as the firm's capacity to value external knowledge, assimilate, and exploit it towards commercial ends. In this respect, Innovate Peru, an innovation agency, grants subsidies to SMEs for facilitating innovation adoption. In collaboration between the public and academic sector, data was recollected from 88 SMEs that were granted this innovation subsidy. This paper contributes to the literature on absorptive capacity and innovation within Latin America, which has been vaguely studied. Likewise, it holds practical implications for top managers from SMEs who are looking to innovative, and policy implications for innovation policy makers, as it validates the effect of an innovation policy instrument.

Purpose The purpose of this paper is to analyze how political marketing management in terms of communication practices influence the voters’ emotional responses as they observe and listen to the discourse of a political leader. Design/methodology/approach An experiment was conducted, in which participants watched the last debate of the campaign leading up the Peruvian presidential elections held in June 2016. During the experiment, the Emotient FACET technology codifies the facial micro-expressions of participants. Findings The results reveal that a voter’s political tendencies influence the intensity of their positive emotions, when the political leader communicated a challenging message. Rhetorical strategies and non-verbal behaviors accompany this type of message in order to emphasize the discourse and persuade the audience. Practical implications The findings suggest that the gender gap in attitudes toward female politicians exists and could change the relationship found, influencing negative emotions instead of positive emotions. The implications of the findings for achieving political success are discussed. Originality/value The study makes a methodological contribution, employing an experimental protocol based on Emotient FACET technology in a political context, thereby enabling more direct and objective measurement of voters’ emotional responses.

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