This is exactly where we are at present in international marketing. Accordingly, marketing’s charge is to decon-struct and then reconstruct capabilities of the firm by means of a better allocation of resources.
The centerpiece in such allocative efficiency efforts is the recognition of global connectedness under the strain of disruptive forces.
Extend-ing earlier work by scholars including North (1990, 2005) in economic history and Nelson (2002, 2003, 2007) in evolutionary economics, the future stream of studies will place more emphasis on the emergent conditions where path dependence will be disrupted by black swan events.