The article outlines the evolution of large multinationals as a result of the appearance of new market demands. Companies having to meet specific market demands, are shown to possess certain characteristics, related to the market demands concerned. The analysis shows that innovativeness will, in all probability, be the new market demand in the 1990s, in addition to the already existing ones of efficiency, quality and flexibility. Descriptions of ideal types illustrate the evolution of companies as they move from the Efficient Firm to the Quality Firm on to the Flexible Firm to, finally, the Innovative Firm. The phase model also includes the symptoms of crisis, when moving from one phase to another. Skipping phases appears to be difficult, if not impossible. The same holds true for moving to the next phase, while the organization has not finished with the preceding phase.