CHAPTER | THIRTY-ONE
The Mysteries of Supply-Side Innovation
After some very deep thinking, Peter Drucker concluded that any business organization had just two basic functions: innovation and marketing. After a closer examination of innovation, he decided that innovation itself should be further divided into two categories. One category was demand-side innovation, in which the innovator has a definite objective or problem he is trying to solve. That is, the innovation is demanded by the need. The other category was supply-side innovation, in which the innovator stumbles on something unexpectedly.1
”Supply side” is a term of economics. Its origins go back to an eighteenth-century French businessman and economist, Jean-Baptiste Say. But it was ...
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