2. strenuous engagement with turbulence of destructive shocks. Clearly, the marketing function, organization and the processes are assuming a new identity and character today due to a host of external trends.
The These changes include: global reach of marketing, eco interna glo branding spilling into virtual geographies; tionalization of retailing; social networks; and co corporate citizenship and CSR.
As it is indicated (Ru elsewhere (Cantwell et al. 2010), business activity and its growth in the long run is a question of the ece emergence of a complex foundation to deal with the uncertainties that involve both market and non- ec market actors (North 1990, 2005).
Accordingly, the institutional aspects of the environment for IB (In activity have become steadily more important for ec MNEs over time.
This has gained particular atten- on tion since our transformation into a knowledge-based nu economy in contemporary globalization (Cantwell et al. Fe 2010).
Institutional development favors status quo ca and incremental steps, yet the current developments fir present market shocks and disruptive incidents fu which create discontinuities as the world becomes ga increasingly interconnected over markets and entire in As the participants, MNEs both carry and suffer from the contagion effects of tension that Th leads to discontinues. They take part in cause, play gr to react, and reform the environment that rejuve- cr nates in a new eco-system