{"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 Prize to practice: CPQ as a piece of the puzzle in major growth theories"},"content":{"rendered":"

Philippe Aghion and Peter Howitt, together with Joel Mokyr, were honoured with the Nobel Prize in Economic Sciences. Why their research is more relevant today than ever before and how modern CPQ solutions such as CREALIS\u00ae from ORISA help companies to systematically shape innovation.<\/p>\n

Innovation arises from renewal<\/h3>\n

Economists Philippe Aghion and Peter Howitt have shown with their Schumpeterian growth theory that long-term economic growth is driven by continuous innovation, in which new technologies and organisational forms replace old ones \u2013 a process known as \u2018creative destruction\u2019. According to this theory, growth does not simply result from capital accumulation, but from innovation, i.e. new ideas, products, services and production processes. These innovations are driven by companies (known as leaders) that seek to replace existing technologies, processes and organisational structures with more efficient ones in order to gain a competitive advantage. Economic growth is thus a destructive competition and a constant cycle of innovation, temporary monopoly formation and competition from new innovations.<\/p>\n

In other words, in our rapidly changing world, standing still is not an option. Economic progress occurs when companies continually renew themselves and replace old structures with more efficient ones; otherwise, they run the risk of going from leader to follower and being replaced by more innovative companies themselves.<\/p>\n

This is precisely where CPQ (Configure, Price, Quote)<\/a> software comes in. It is a tool that companies can use to digitise their sales processes, make knowledge more accessible and thus accelerate innovation cycles.<\/p>\n

CPQ as a piece of the creative destruction puzzle<\/h3>\n

In the past, quotations were created manually, prices were calculated individually, and product variants were laboriously maintained. Today, CPQ software performs these tasks automatically, reliably, and transparently. CREALIS\u00ae CPQ <\/a>enables companies to efficiently configure, price, and offer their complex products.<\/p>\n