Isoquantic shift
Posted by Bruce Kahl on June 23, 2000
In Reply to: Isoquantic shift posted by Bianca Cawthorne on June 23, 2000
I paraphrased and pasted an article from the link below:
Isoquantic shift and Paradigm shift
The term "Isoquantic" was first used by John Sculley (formerly of Pepsi and Apple Computers fame.
Paradigm refers to a set of standards or norms by which we operate. When this set of standards shift radically because of some innovation, we call it a paradigm shift. A common example used for the effect of such a shift is "buggy whips". The automobile or "horseless carriage" represented a paradigm shift in transportation technology. While some industries were able to adapt their products and services, not so for the buggy whip makers. The buggy whip industry became a casualty of this technology shift.
"Isoquantic". ISO from the Greek meaning "EQUAL"; and "QUANTIC" a math term for the relationship of two or more variables, derived from the Latin "HOW MUCH". Confused? Maybe this chicken and egg explanation will help. With respect to flexible transportation, which came first, paved roads or cars? Does one require the other to exist? Probably not, but the relationship is symbiotic. Both work with each other to achieve a desired result. We have a car... we want to go places... we need roads to get there, etc. Do we wait for cars to be lined up at the border, like the shoppers in the old Appliance store commercials or do we answer the whisper, "Build it and they will come."? Building the road would be described as an isoquantic shift in thinking about transportation needs.