The book on Darwinian Fitness in the Global Marketplace discusses how global business competition is undergoing a dynamic shift consistent with the Darwinian theory of evolution. Globalization has allowed free entry and exit for firms in the marketplace that has caused congestion of firms at vertical (products- and services-led) and horizontal (geographic) business platforms. Thus, small firms struggle for their existence in the marketplace, while firms that demonstrate strength for survival stay as the fittest among the competing firms. The contribution to the existing literature on marketing management raises two issues:
- How good is to link the Darwinian evolution theory to the market growth and competition?
- This is a new wave in the literature of market competition. Is that so?
How do you feel about this new wave?