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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.

This research uses a qualitative approach based on in-depth interviews in collaboration with an association of exporting firms.

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.

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.

This research aims to find which components of Decent Work are associated with Subjective Well-Being.

With data from 2021 from the states of Mexico, econometric models are carried out.

It is found that disposable income and satisfaction with leisure time have a significant positive relationship with employees' Subjective Well-Being. Likewise, the rate of critical occupancy conditions and informality rate have a significant negative relationship with Subjective Well-Being. The research suggests that influencing the Decent Work conditions of the population in Mexico could favour their Subjective Well-Being.

Share guidelines that enable employers and governments to establish strategies and policies that promote Decent Work to increase the Subjective Well-being of employees.

This article evaluates different variables that make up the Decent Work construct in their level of influence on Subjective Well-being. These relationships and variables considered have not been identified in previous studies as a whole.