Chapter 5

Creating Strategies in the Innovation Quad

Innovation is the specific instrument of entrepreneurship… the act that endows resources with a new capacity to create wealth.

—Peter F. Drucker

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The highest level of customer involvement occurs when the desire for benefits from a product or service is matched by a perception of value beyond price. The desire for the latest technology in IT performance, for example, is matched by a willingness to pay whatever is asked for the product. In 1983 I paid $2,200 for an Apple IIe PC with 32K RAM, two external drives; one for the OS the other for file storage and both carried a 1.44 MB disk. That ...

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