Open innovation pathway to firm performance: the role of dynamic marketing capability in Malaysian entrepreneurial firms

Purpose This study investigates how firms build strong dynamic marketing capability (DMC) from open innovation (OI) to enhance the performance of entrepreneurial firms. Moreover, this unfolds DMC's mediating and moderating mechanisms underlying inbound outbound OI relationships, respectively. Design/methodology/approach To test research model hypotheses, drew a sample 251 operating in Malaysia using time-lagged survey method. Structural equation modelling was used investigate relationships. Findings The findings reveal positive interplay between (knowledge acquisition) DMC. exploitation) is found mediate relationship firm performance. In addition, while DMC has effect performance, such reinforces Originality/value provides noble insight into complex firms' by developing testing an integrated framework underpinned knowledge-based view theory. highlight significance taking interdisciplinary approach better understand determinants emerging country context.