Intoxivation...

...es el título de la columna de "Schumpeter", aquí, en The Economist de esta semana

Extracto introductorio:

"ROALD DAHL, a children’s author, wrote the best study of innovation in the food-and-drink industry. In “Charlie and the Chocolate Factory”, he describes how old products can be delivered in new ways (eg, by teleporting chocolate bars into people’s homes via television). And he describes how a gifted innovator can produce entirely new products, such as cavity-filling caramels and everlasting gobstoppers. Dahl grasped that a company is most likely to innovate if the boss (Willy Wonka) and his minions (the Oompa-Loompas) are obsessed with their products. All these insights apply to adult beverages, too.

The drinks business is one of the world’s most conservative. Wine drinkers value ancient vintages. Regulars ask the barman for “the usual”. Brewers tussle mightily to increase their market share by a single percentage point. But none of this is true in emerging markets. There, drinkers have yet to become set in their ways, and innovation is rife..."

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LA LECCIÓN: TODO es I N N O V A B L E :-)