Kinetic Corporation: an Ethos for the New Realities in Business Environment Kicsi Rozalia „Ștefan cel Mare” University of Suceava, Romania rozaliak@seap.usv.ro Ailenei Lucia ”Ștefan cel Mare” University of Suceava, Romania ailenei_lucia1984@yahoo.com Abstract We can say that today the world is more interconnected and more interdependent than ever in the past. This idea is covering for all levels of analysis, beginning with the individual and organizational levels and up to the regional and global levels. It is most likely that the globalization, although it has become quite a truism, has not yet depleted its generating phenomena and its patterns of expression. The developments in the sphere of technology have changed the logic of the economy and fused the fragility and the volatility of the business environment. In this new economic habitat, which has been anticipated by the authors who have shaped decades of reflection with their authority and the depth of their thoughts, companies are faced with an avalanche of challenges and especially with the deep crisis of identity born from the complexity and the impermanence of a globalized economy. How will they behave? How will they defend against the vulnerability? How will they exploit the opportunities? Keywords: turbulence, normality, dinamics, organization J.E.L. Classification: F23, M16 1. Introduction The environment in which the various categories of companies perform has become wavy and even more difficult to manage; this trend characterized both the business environment of small and medium enterprises, as well as the corporate business environment. Equally, certain features which have marked the business environment before the beginnig of the global crisis have maintained during the postcrisis years. In essence, it is obvious that the international business environment is relatively more complex than national and regional business environment, complexity being related directly to the political risk, the existence of different legal systems, different cultures, different currencies etc.. Beyond these special peculiarities, chaotics has become a feature of the business environment both at local /national level and at the global level. 2. Toward a new status of normality? In the economic system of the first decades of the twentieth century, usually good times for business alternated more or less regularly with bad periods for business (Mises, 2006); the decline followed the economic boom, ascension followed the decline, and so forth. In economic literature, the interest has been strongly stimulated by the problem of cyclical changes which were shaping the business environment. But today the intensity of the interdependencies which characterize the world economy is more than ever; globalization and technology are mainsprings of some kind of synchronized fragility which, according to Kotler & Caslione (2009), could generate changes at any time. This thesis continues an idea which has gained a contour for the first time in the '60s in the works of Peter Drucker. Thus, in The Age of Discontinuity, Drucker (1969) outlined the vision “Ovidius” University Annals, Economic Sciences Series Volume XVII, Issue 1 /2017 51