How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach
通过深度访谈出口企业，发现灵活性、关系管理、本地市场敏感度、预见性和示范性五类动态营销能力能提升海外合法性，资源分配需整合邻近性、适应性等要素。
Purpose Foreign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how these DMCs enable firms to achieve greater legitimacy in international markets. Design/methodology/approach This research uses a qualitative approach based on in-depth interviews in collaboration with an association of exporting firms. Findings Findings suggest five areas of DMCs 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. Resource allocation and capability development should follow an integrative approach emphasizing proximity, adaptability, alliances, engagement and credibility to reach differentiation in foreign markets. Originality/value The originality is mainly focused on the cohabitation and strong synergies between DMCs and legitimacy. This aspect is particularly relevant because legitimized companies have higher levels of survival, which is fundamental in the international venture.