Peter Drucker wrote Innovation and Entrepreneurship in the 1980s as a book that for the first time put innovation as a regular management tool, side-by-side with strategy and operations in a managed business. It offers little mystification of the term “innovation” and there is much of a practical approach to where innovation is made—or might be made.
The Nordic countries have a high number of start-up companies but are struggling with scaling their entrepreneurs, start-ups and innovations to global large-scale operations and companies. Yet, one Nordic company namely Denmark’s Vestas Wind Systems managed to become world-beater within the global wind turbine industry. But but after 2008 Vestas has experienced a near death experience and is struggling for survival. Vestas’ story holds important lessons for other Nordic companies, not only within the renewable energy industry. It will here be argued that had Vestas paid more attention to what the management guru Peter Drucker labeled the five deadly business sins Vestas might have avoided getting into dire straits.