Downplay the segmentation mentality, future thinking will anchor the theorizing more on mass individualization of companies where co-production between them will accompany their competition.
Companies will preserve their uniqueness as they interact and mesh with others. In a neo-network theory, the framework will sway away from conventional conceptualization of “inside-out,”“outside-in” perspectives and engage the fresh idea of connectedness that resembles a theory with overlapping actors.
In this approach, competition will be overshadowed by a concept of externalities which features both positive and negative spillovers transmitted beyond prices.
As externalities diffuse globally, so will the risks and rewards creating a global contagion pattern which will require idiosyncratic modeling of its own. In the new model, instead of having a framework which is broken between the local and the global, and that is further broken into exogenous and endogenous, we conceive the MNE as a highly connected global entity, which extends continuously from local to global.
(This is the reason we offer the conceptualization of the firm as a connecting surface rather than an island of resource bundles.)