Milton Friedman who relate neo-classical economics to natural selection arguments. there he, he would talk about utility maximization and firm's survival depending on that. people like Karl Weick and Jeffrey Pfeffer are organizational theorists in the 60s' and 70s' who, who wrote more about the natural selection processes of variation, selection, and retention, but kind of in more metaphorical terms. someone like Art Stinchcombe though in the 60s', talked about firm founding. 