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Erschienen in:
01.03.2009 | Conceptual/Theoretical Paper
A frustrated quest for community
Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2009
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Abstract
Most people knew Peter Drucker as the practical sage who gave how-to advice on stubborn problems in the real world. But few knew the other Drucker, an idealistic thinker who tried to solve one of the biggest puzzles of modern humanity. Drucker engaged in a lifelong quest to discover the key for integrating community into the business world, and the word, “community,” was the single term that Drucker struggled most to fathom throughout his career. In the end he abandoned even markets as the solution for community and acknowledged defeat. Yet his final failure to connect community to business is instructive for it tells us not only about Peter Drucker, but about our current business/social dilemma.