The global business landscape faces increasing challenges, for example due to violent conflicts, uncertain political constellations, environmental impacts, and the resulting multitude of economic crises. These developments are forcing multinational corporations (MNCs) to navigate financial and strategic uncertainties in a volatile global environment. In the highly competitive and dynamic globalized economy, innovativeness is a key driver of the success and resilience for MNCs. While companies may perform well in rankings based on managerial evaluations, their long-term success depends largely on how they are perceived by consumers. Consequently, MNCs need to understand consumer perceptions and their effects in this context. This dissertation builds upon this premise and addresses the perceived firm innovativeness of MNCs.