This is exactly where we are at present in internation arketing. Accordingly, marketing's charge is to decon capabilities of the firm by means and then reconstruct 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 of ing earlier work by scholars including North (1990, 2005) on, in economic history and Nelson (2002, 2003, 2007) in evolutionary economics, the future stream of studies will acts age place more emphasis on the emergent conditions where man path dependence will be disrupted by black swan events In this essay, we draw attention to major trends that have y in come to define the nature of international marketing in the was current environment. We illustrate each trend with contem porary firm examples. We also provide insights into how the international marketers can adapt to these challenges in rent creative ways. As such, the purpose of this article is not to provide a comprehensive review of the literature in firm international marketing or to call for future research on of specific topics. Scholars have contributed such articles nese elsewhere (see, e.g., Cavusgil 1998, Cavusgil et al. 2005 ting Griffith et al. 2008). Several studies have also critically rket examined the rigor of international business research (Hult net a et al. 2008a, b. ting the Conceptual transformation of the firm in the context fine era of international marketing