How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach

What is it about?

Foreign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities should be adjusted. This paper aims to understand how these dynamic marketing capabilities enable firms to achieve greater legitimacy in international markets. Through a qualitative research based on in-depth interviews in collaboration with exporting firms, findings suggest five areas of dynamic marketing capabilities to improve organizational legitimacy overseas: flexibility, relationship management, local market sensitivity, anticipation and exemplariness. Those capabilities should be combined and will play a different role depending on the implementation phase of the external company. The allocation of resources and the development of capabilities should follow an integrative approach emphasizing proximity, adaptability, alliances, engagement and credibility to reach differentiation in foreign markets.

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