- From the peak there is only one easy way to go: downwards.
(p.15)
- The essence of business enterprise, the vital principle that determines its nature,
is economic performance.
(p.18)
- Management must always, in every decision and action, put economic performance first.
(p.19)
- A business cannot be defined or explained in terms of profit.
(p.50)
- Profit is not the explanation, cause or rationale of business behabiour and business
decisions,but the test of their validity.
(p.51)
- For the problem if any business is not maximization of profit but the achievement of
sufficient profit to cover the risks of economic activity and thus to avoid loss.
(p.51)
- There is only one valid definition of business purpose: to create a customer.
(p.52)
- Any business entrepise has two - and only these two - basic functions: marketing and
innovation.
(p.53)
- A business entreprise can exist only on an expanding economy, or at least in one in
which considers change both natural and desirable.
(p.55)
- It is not necessary for a business to grow bigger; it is necessary that it constantly
grow better.
(p.55)
(first published: 1955. this text is taken in Pan books published in 1968/1978. UK)
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