Traditionally, in order to keep the firm functionally productive, international marketing has been a two-way channel to inhale and exhale life, to keep the organization adaptive to its environment.
In the past, this function has been evolutionary. It has been characterized by an adaptive behavior that allowed the marketing arm of the firm to create value by finding global targets for which it provided goods and services utility.
In return, the firm reaped stability, growth, higher returns on its capital, and boost to its value.