This year (2021) marks the thirtieth year of the establishment of the International Business Review. This anniversary provides an appropriate occasion not only to reflect on past developments in the global economy and International Business (IB) research, but also to offer our thoughts on the new realities that we believe IB scholars should address in the coming years. In this paper, we highlight some of the major changes in the global business environment over the past 30 years. In doing so, we draw attention to four new realities that we believe merit increased attention in the IB literature: the growth of populism and economic nationalism, sustainable development and climate change, new digital technologies, and changing power relationships. These realities are not completely new and IB scholars have already begun to explore their implications, but we would argue that both the scope and the depth of these implications are growing and evolving. We are thus calling for new empirical insights, new theoretical lenses, and new perspectives to shed light on these issues that are increasingly having profound impacts on society, on firm strategies, and on cross-border management.

今年（2021年）是《国际商业评论》成立三十周年。这个周年纪念日不仅为反思全球经济和国际商业（IB）研究的过去发展提供了适当的机会，也为我们提供了我们认为IB学者应在未来几年应对的新现实的想法。在本文中，我们重点介绍了过去30年中全球商业环境中的一些重大变化。在这样做的过程中，我们提请人们注意IB文学中值得关注的四个新现实：民粹主义和经济民族主义的增长，可持续发展和气候变化，新的数字技术以及不断变化的权力关系。这些现实并非完全陌生，IB学者已经开始探索其含义，但是我们认为这些影响的范围和深度都在增长和发展。因此，我们呼吁提供新的经验见解，新的理论视角和新观点，以阐明对社会，公司战略和跨境管理日益产生深远影响的这些问题。