ABSTRACT
This chapter discusses the changes taking place in the market, which are prompted by different political issues. A relatively long period of time is covered and both micro and macro aspects are taken into consideration. This chapter opens up with a brief overview of the evolution of economic thought starting from Alfred Marshall and moves on to discuss the new economic paradigms, i.e. the question of using a host of conceptual techniques and tools without achieving any profit. In addition, the term purpose is extensively described both in academic and in terms of a company, and an association is established between purpose and the success of an organisation. In the end, it is concluded that multinational companies, in particular, do not show any signs of introducing any changes despite clear empirical evidence suggesting the other option, and a variety of questions are posed, such as “How can it be explained that microeconomic analysis knows only two ways in which individual participants play a strategy game at the branch level?” and “Who is more important, shareholders or people/consumers?”
