Agility involves dynamic capabilities that can adapt to change, reduce complexity, and reconfigure resources. Research on B2B firms' agility in complex international ecosystems is limited. This study explores the essential dynamic capabilities necessary for B2B marketing to enhance organizational agility. Qualitative methods are applied, including focus groups and interviews with managers and officials in various industries. The aim is to contribute to the discussion on B2B firms' capabilities, strategies, and patterns to gain agility in internationalization efforts.

This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.