那么，商业组织在哪里可以寻找创新——他们如何能更有效地促进创新呢?彼得·德鲁克(Peter Drucker)曾建议，企业应该在7个领域寻找这样的机会。这些都是由Hindle(2008,p . 105)巧妙地推测出来的:“意想不到的成功很少被剖析，以了解它是如何发生的;在实际发生的和预期发生的事情之间的不一致;被视为理所当然的商业过程中的任何不足之处;行业或市场结构的变化，让每个人都感到惊讶;诸如战争、移民或医学发展等因素造成的人口变化(如避孕药);观念和时尚的变化带来了经济的变化;以及由新知识引起的意识的变化。此外，尽管“创新”经常与“创造力”一词交替使用，但它经常是这样的。在2002年，在Thompson & McHugh中，德鲁克坚持认为这是不应该限制企业的，他声称:“任何组织，包括企业，都有更多的想法，不可能被使用”(德鲁克，1964年，第188页)。在关于创新的文献中，似乎有一个普遍的共识:创新的机会是多种多样的，通过关注这些因素，组织可以制定战略，从而形成可持续的竞争优势，防止战略漂移。
So where can business organisations look for innovation – how can they promote it more effectively? Peter Drucker has suggested that there are seven areas where companies should look for such opportunities. These have been expertly surmised by Hindle (2008, p. 105), as being: ‘the unexpected success that is rarely dissected to see how it has occurred; any incongruity between what actually happens and what was expected to happen; any inadequacy in a business process that is taken for granted; a change in industry or market structure that takes everyone by surprise; demographic changes caused by things like wars, migrations or medical developments (such as the birth-control pill); changes in perception and fashion brought about by changes in the economy; and changes in awareness caused by new knowledge’. Moreover, although it is often the case that ‘innovation has been used interchangeably with the term “creativity”’ (Forrester 1993, p. 3; cited in Thompson & McHugh, 2002, p. 255), Drucker insists that this ought never to limit a business, claiming that: ‘There are more ideas in any organization, including businesses, than can possibly be put to use’ (Drucker, 1964, p. 188). Across the literature on innovation, there seems to be a general agreement with this approach set out above: that the opportunities for innovation are multitudinous, and that by paying attention to such factors organisations can develop strategies which can lead to a sustainable competitive advantage and prevent strategic drift.