In the highly competitive global business landscape, innovativeness constitutes a key factor for the success and resilience of MNCs. Consumers’ perceptions play a particularly important role, as they are the ones who ultimately judge the novelty and usefulness of the results of firms’ activities. This doctoral thesis examines the effects and antecedents of consumer perceptions of firm innovativeness. Moreover, it investigates how firms can benefit from being associated with special corporate abilities,even and especially in times of global crisis. By examining these challenges across countries, it provides fine-grained results.