Managing for Results by Peter F. Drucker

Author:Peter F. Drucker
Language: eng
Format: mobi, epub, pdf
Publisher: HarperCollins
Published: 2009-03-16T14:00:00+00:00

Sometimes the knowledge that defines the business may be purely technological.

National Distillers, for instance, one of the leading manufacturers of alcoholic beverages in the United States, defines its knowledge as fermentation chemistry. And this definition led it, shortly after World War II, into becoming a major chemical and pharmaceutical company.

But I said “knowledge,” not “technology.” Technology—that is, the application of the physical sciences to work—is one form of knowledge. In no business is it the only necessary knowledge. There are many successful businesses in highly technological fields that do not excel in technology. They have to be technologically competent, of course. But their specific strength lies elsewhere—for example, in marketing (as is true of at least one well-known and successful chemical company in the United States).

Thus the successful glass company that says “our business is glass” obviously has to know more than the technology of glassmaking, complex and demanding though it is. It must have knowledge in the commercial and industrial application of glassy matter. Its knowledge is as much end-use knowledge as glassmaking knowledge.

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