“…Hence, companies functioning in different countries as subsidiaries of multinational firms must possess such capabilities to best utilize the open innovation through marketing knowledge management (Ferreira and Franco, 2019; Kang and Kang, 2014; Sreenivasulu, and Chatterjee, 2019). To survive in the international market through marketing knowledge management (MKM), the subsidiaries must benefit from the potentials of open innovation by improving their dynamic capabilities (Teece et al , 1997; Hill and Rothaermel, 2003) and sensing activities by seizing the observed opportunities (Cepeda and Vera, 2007; Inoue and Liu, 2015; Kizgin et al , 2019), and by appropriately reconfiguring their abilities (Ferreira and Franco, 2019; Kar and Chatterjee, 2019; Wu, 2010). To internationalize the knowledge management process to improve marketing abilities, multinational firms must take appropriate steps so that their subsidiaries develop the abilities to reconstruct, integrate, create, renovate and, in some cases, dispose the existing resources for product and process innovation (Becker and Dietz, 2004; Teece, 2007).…”