Transition of Marketing Theories

While Japanese economy was rapidly growing in 70’s, main focus of business was to maximize production efficiently to catch up demand and minimize opportunity cost. Partially, growth was supported by trade defense policy at that time. Later economic deregulation happened in 80’s and domestic industries were exposed to international competition and importance of business strategy increased. When growth became slower in 90's, companies started reviewing strategies for long term projection and re-balanced elements toward evenly-spread. With advancement of technology, operational excellence from end-to-end will enhance importance of “operation” (this is not limited to production but capability of executing business) more than ever. Now trade war between US and China is becoming more serious, which will create more obstacles to free trade. My question is what will be the next portfolio of 3 elements? ​