Vugt talks about the competition between firms, which has often been portrayed as a Darwinian struggle where stronger firms survive and prosper and weaker ones die out. This idea has eminent origins in the work of economists such as Joseph Schumpeter and Milton Friedman, and has been recently revived by the British economic historian Niall Ferguson, who wrote in 2007 that left to itself, natural selection should work fast to eliminate the weakest institutions in the market, which typically are gobbled up by the successful.
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