The current environment in which the business firm operates is more complex. It calls for broadening of traditional functions, and completely transforming these into new capabilities.
Additionally, international marketing needs to expand beyond the role of the enabler of market expansion.
Rather, international marketing must become a constructive engine levering disruptive forces emanating from rapid change of forces around the firm and the markets.
Simply put, international marketing is to redefine the rules of the game by putting a lens on the peripheral transformation that has been considered to be exogenous.(2008).