{"id":45807,"date":"2025-10-14T13:34:15","date_gmt":"2025-10-14T11:34:15","guid":{"rendered":"https:\/\/www.orisa.de\/?p=45807"},"modified":"2026-02-20T13:38:43","modified_gmt":"2026-02-20T12:38:43","slug":"from-nobel-prize-to-practice-cpq-as-a-piece-of-the-puzzle-in-major-growth-theories","status":"publish","type":"post","link":"https:\/\/www.orisa.de\/en\/from-nobel-prize-to-practice-cpq-as-a-piece-of-the-puzzle-in-major-growth-theories","title":{"rendered":"From Nobel Pri\u00adze to prac\u00adti\u00adce: CPQ as a pie\u00adce of the puz\u00adzle in major growth theo\u00adries"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p style=\"text-align: justify;\">Phil\u00adip\u00adpe Aghion and Peter Howitt, tog\u00ade\u00adther with Joel Mokyr, were hono\u00adu\u00adred with the Nobel Pri\u00adze in Eco\u00adno\u00admic Sci\u00aden\u00adces. Why their rese\u00adarch is more rele\u00advant today than ever befo\u00adre and how modern CPQ solu\u00adti\u00adons such as CREALIS\u00ae from ORISA help com\u00adpa\u00adnies to sys\u00adte\u00adma\u00adti\u00adcal\u00adly shape inno\u00adva\u00adti\u00adon.<\/p>\n<h3 style=\"text-align: justify;\">Inno\u00adva\u00adti\u00adon ari\u00adses from rene\u00adwal<\/h3>\n<p style=\"text-align: justify; \">Eco\u00adno\u00admists Phil\u00adip\u00adpe Aghion and Peter Howitt have shown with their Schum\u00adpe\u00adte\u00adri\u00adan growth theo\u00adry that long-term eco\u00adno\u00admic growth is dri\u00adven by con\u00adti\u00adnuous inno\u00adva\u00adti\u00adon, in which new tech\u00adno\u00adlo\u00adgies and orga\u00adni\u00adsa\u00adtio\u00adnal forms replace old ones \u2013 a pro\u00adcess known as \u2018crea\u00adti\u00adve des\u00adtruc\u00adtion\u2019. Accor\u00adding to this theo\u00adry, growth does not sim\u00adply result from capi\u00adtal accu\u00admu\u00adla\u00adti\u00adon, but from inno\u00adva\u00adti\u00adon, i.e. new ide\u00adas, pro\u00adducts, ser\u00advices and pro\u00adduc\u00adtion pro\u00adces\u00adses. The\u00adse inno\u00adva\u00adtions are dri\u00adven by com\u00adpa\u00adnies (known as lea\u00adders) that seek to replace exis\u00adting tech\u00adno\u00adlo\u00adgies, pro\u00adces\u00adses and orga\u00adni\u00adsa\u00adtio\u00adnal struc\u00adtures with more effi\u00adci\u00adent ones in order to gain a com\u00adpe\u00adti\u00adti\u00adve advan\u00adta\u00adge. Eco\u00adno\u00admic growth is thus a des\u00adtruc\u00adti\u00adve com\u00adpe\u00adti\u00adti\u00adon and a con\u00adstant cycle of inno\u00adva\u00adti\u00adon, tem\u00adpo\u00adra\u00adry mono\u00adpo\u00adly for\u00adma\u00adti\u00adon and com\u00adpe\u00adti\u00adti\u00adon from new inno\u00adva\u00adtions.<\/p>\n<p style=\"text-align: justify; \">In other words, in our rapidly chan\u00adging world, stan\u00adding still is not an opti\u00adon. Eco\u00adno\u00admic pro\u00adgress occurs when com\u00adpa\u00adnies con\u00adti\u00adnu\u00adal\u00adly renew them\u00adsel\u00adves and replace old struc\u00adtures with more effi\u00adci\u00adent ones; other\u00adwi\u00adse, they run the risk of going from lea\u00adder to fol\u00adlower and being repla\u00adced by more inno\u00adva\u00adti\u00adve com\u00adpa\u00adnies them\u00adsel\u00adves.<\/p>\n<p style=\"text-align: justify;\">This is pre\u00adcis\u00ade\u00adly whe\u00adre <a href=\"https:\/\/www.orisa.de\/en\/configuration\/crealis\" target=\"_blank\" rel=\"noopener noreferrer\">CPQ (Con\u00adfi\u00adgu\u00adre, Pri\u00adce, Quo\u00adte)<\/a> soft\u00adware comes in. It is a tool that com\u00adpa\u00adnies can use to digi\u00adti\u00adse their sales pro\u00adces\u00adses, make know\u00adledge more acces\u00adsi\u00adble and thus acce\u00adle\u00adra\u00adte inno\u00adva\u00adti\u00adon cycles.<\/p>\n<h3 style=\"text-align: justify; \">CPQ as a pie\u00adce of the crea\u00adti\u00adve des\u00adtruc\u00adtion puz\u00adzle<\/h3>\n<p style=\"text-align: justify; \">In the past, quo\u00adta\u00adti\u00adons were crea\u00adted manu\u00adal\u00adly, pri\u00adces were cal\u00adcu\u00adla\u00adted indi\u00advi\u00addu\u00adal\u00adly, and pro\u00adduct vari\u00adants were labo\u00adrious\u00adly main\u00adtai\u00adned. Today, CPQ soft\u00adware per\u00adforms the\u00adse tasks auto\u00adma\u00adti\u00adcal\u00adly, relia\u00adbly, and trans\u00adpar\u00adent\u00adly. <a href=\"https:\/\/www.orisa.de\/en\/products\/crealis-cpq\" target=\"_blank\" rel=\"noopener noreferrer\">CREALIS\u00ae CPQ <\/a>enables com\u00adpa\u00adnies to effi\u00adci\u00adent\u00adly con\u00adfi\u00adgu\u00adre, pri\u00adce, and offer their com\u00adplex pro\u00adducts.<\/p>\n<ul>\n<li style=\"text-align: justify; \">Con\u00adfi\u00adgu\u00adre: Pro\u00adduct know\u00adledge is digi\u00adti\u00adsed and made acces\u00adsi\u00adble.<\/li>\n<li style=\"text-align: justify; \">Pri\u00adce: Pri\u00adcing logic is auto\u00adma\u00adted and stra\u00adte\u00adgi\u00adcal\u00adly opti\u00admi\u00adsed.<\/li>\n<li style=\"text-align: justify; \">Quo\u00adte: Quo\u00adta\u00adti\u00adons are gene\u00adra\u00adted in minu\u00adtes \u2013 error-free and in line with mar\u00adket con\u00addi\u00adti\u00adons.<\/li>\n<\/ul>\n<p style=\"text-align: justify; \">The effect: Old, manu\u00adal pro\u00adces\u00adses are repla\u00adced by intel\u00adli\u00adgent auto\u00adma\u00adti\u00adon. This is crea\u00adti\u00adve des\u00adtruc\u00adtion in action, in the best sen\u00adse of Aghion &amp; Howit\u00adt\u2019s rese\u00adarch.<\/p>\n<h3 style=\"text-align: justify; \">CPQ as digi\u00adtal memo\u00adry<\/h3>\n<p style=\"text-align: justify; \">In their rese\u00adarch, Aghion &amp; Howitt empha\u00adsise that know\u00adledge and its trans\u00adfor\u00adma\u00adti\u00adon into inno\u00adva\u00adti\u00adon are the most important assets of a growth-ori\u00aden\u00adted eco\u00adno\u00admy. In modern com\u00adpa\u00adnies, this means that know\u00adledge must be sca\u00adlable, i.e. easi\u00adly acces\u00adsi\u00adble and usable by ever\u00adyo\u00adne.<\/p>\n<p style=\"text-align: justify; \">A <a href=\"https:\/\/www.orisa.de\/en\/configuration\/crealis\" target=\"_blank\" rel=\"noopener noreferrer\">CPQ sys\u00adtem such as CREALIS\u00ae<\/a> trans\u00adforms indi\u00advi\u00addu\u00adal expert know\u00adledge into a digi\u00adtal cor\u00adpo\u00adra\u00adte memo\u00adry. Every rule, every pri\u00adcing stra\u00adtegy, every pro\u00adduct con\u00adfi\u00adgu\u00adra\u00adti\u00adon is docu\u00admen\u00adted, reusable and opti\u00admi\u00adsable. This leads to:<\/p>\n<ul>\n<li style=\"text-align: justify; \">shorter trai\u00adning times thanks to cen\u00adtra\u00adli\u00adsed, rule-based know\u00adledge models,<\/li>\n<li style=\"text-align: justify; \">lower error rates thanks to gui\u00added con\u00adfi\u00adgu\u00adra\u00adti\u00adon and vari\u00adant logic,<\/li>\n<li style=\"text-align: justify; \">fas\u00adter time-to-mar\u00adket for new pro\u00adducts thanks to con\u00adfi\u00adgura\u00adble buil\u00adding blocks,<\/li>\n<li style=\"text-align: justify; \">hig\u00adher cus\u00adto\u00admer satis\u00adfac\u00adtion thanks to error-free, fast and fle\u00adxi\u00adbly gene\u00adra\u00adted quo\u00adta\u00adti\u00adons,<\/li>\n<li style=\"text-align: justify; \">a stra\u00adte\u00adgic data\u00adba\u00adse for con\u00adti\u00adnuous pro\u00adduct and mar\u00adket ana\u00adly\u00adsis.<\/li>\n<\/ul>\n<p style=\"text-align: justify; \">This crea\u00adtes exact\u00adly the mecha\u00adnism descri\u00adbed by Aghion &amp; Howitt: inno\u00adva\u00adti\u00adon-dri\u00adven growth from within the com\u00adpa\u00adny.<\/p>\n<h3 style=\"text-align: justify; \">The balan\u00adcing act: effi\u00adci\u00aden\u00adcy meets rene\u00adwal<\/h3>\n<p style=\"text-align: justify; \">Every inno\u00adva\u00adti\u00adon chan\u00adges struc\u00adtures. This is the essence of crea\u00adti\u00adve des\u00adtruc\u00adtion. The intro\u00adduc\u00adtion of CPQ sys\u00adtems also means chan\u00adge: pro\u00adces\u00adses must be adapt\u00aded, data har\u00admo\u00adnis\u00aded and teams rea\u00adli\u00adgned. But with a well-thought-out approach \u2013 as ORISA has been pur\u00adsuing for over 30 years \u2013 this tran\u00adsi\u00adti\u00adon can be achie\u00adved in a con\u00adtrol\u00adled, secu\u00adre and sus\u00adtainable man\u00adner.<\/p>\n<p style=\"text-align: justify; \">Thanks to <a href=\"https:\/\/www.orisa.de\/en\/company\/quality\" target=\"_blank\" rel=\"noopener noreferrer\">ISO-cer\u00adti\u00adfied pro\u00adces\u00adses<\/a>, inte\u00adgra\u00adted inter\u00adfaces and many years of pro\u00adject expe\u00adri\u00adence in the indus\u00adtry, inno\u00adva\u00adti\u00adon is based on the spe\u00adci\u00adfic know\u00adledge and struc\u00adtures of our cus\u00adto\u00admers. In this way, we are also con\u00adstant\u00adly evol\u00adving to meet cur\u00adrent and future rele\u00advant issues, such as acces\u00adsi\u00adbi\u00adli\u00adty, <a href=\"https:\/\/www.orisa.de\/en\/ai-cpq\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a> or the incre\u00adasing demands of <a href=\"https:\/\/www.orisa.de\/en\/configuration\" target=\"_blank\" rel=\"noopener noreferrer\">com\u00adple\u00adxi\u00adty manage\u00adment<\/a>, and to lead the way as a lea\u00adder. In this way, we help our cus\u00adto\u00admers achie\u00adve their goals and thus con\u00adtri\u00adbu\u00adte to long-term growth. This is enti\u00adre\u00adly in line with the prac\u00adti\u00adcal sen\u00adse of appli\u00aded eco\u00adno\u00admics accor\u00adding to Nobel Pri\u00adze win\u00adners Phil\u00adip\u00adpe Aghion and Peter Howitt.<\/p>\n<h3 style=\"text-align: justify; \">Con\u00adclu\u00adsi\u00adon: Theo\u00adry meets prac\u00adti\u00adce<\/h3>\n<p style=\"text-align: justify; \">Aghion &amp; Howit\u00adt\u2019s rese\u00adarch descri\u00adbes how eco\u00adno\u00admic sys\u00adtems grow through inno\u00adva\u00adti\u00adon. CPQ soft\u00adware shows how we as a com\u00adpa\u00adny can imple\u00adment exact\u00adly that today. With CREALIS\u00ae CPQ from ORISA, the abs\u00adtract con\u00adcept of crea\u00adti\u00adve des\u00adtruc\u00adtion beco\u00admes tan\u00adgi\u00adble: old, error-pro\u00adne sales pro\u00adces\u00adses are trans\u00adfor\u00admed, know\u00adledge is digi\u00adti\u00adsed and made sca\u00adlable, and your own inno\u00adva\u00adti\u00adve strength is increased.<\/p>\n<p style=\"text-align: justify; \">CREALIS\u00ae CPQ sup\u00adports you in actively sha\u00adping the pro\u00adcess of crea\u00adti\u00adve des\u00adtruc\u00adtion yours\u00adelf as a lea\u00adder in order to grow and signi\u00adfi\u00adcant\u00adly increase your com\u00adpe\u00adti\u00adti\u00adve\u00adness.<\/p>\n<p style=\"text-align: justify; \">If you would like to learn more about how your com\u00adpa\u00adny can beco\u00adme more inno\u00adva\u00adti\u00adve and com\u00adpe\u00adti\u00adti\u00adve, plea\u00adse <a href=\"https:\/\/www.orisa.de\/en\/contact\" target=\"_blank\" rel=\"noopener noreferrer\">feel free to cont\u00adact us.<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>This year\u2019s Nobel Pri\u00adze in Eco\u00adno\u00admics shows that growth comes from con\u00adti\u00adnuous inno\u00adva\u00adti\u00adon. Dis\u00adco\u00adver how CPQ solu\u00adti\u00adons such as CREALIS\u00ae help com\u00adpa\u00adnies replace old pro\u00adces\u00adses, digi\u00adti\u00adse know\u00adledge and acce\u00adle\u00adra\u00adte inno\u00adva\u00adti\u00adon cycles in a sus\u00adtainable way.<\/p>\n","protected":false},"author":11,"featured_media":44461,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[210],"tags":[],"class_list":["post-45807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wissen-en"],"_links":{"self":[{"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/posts\/45807","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/comments?post=45807"}],"version-history":[{"count":0,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/posts\/45807\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/media\/44461"}],"wp:attachment":[{"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/media?parent=45807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/categories?post=45807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.orisa.de\/en\/wp-json\/wp\/v2\/tags?post=45807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}