India, Feb. 9 -- A lot of management text and advice is common-sensical. It is common sense if one agrees that the basic objective of management is a propulsion of commercial interest. That this proposition may itself be in doubt is another matter altogether. There is no substantial reason to see commerce as the domain of all management activities. If the purpose of management efforts is business management, then to some extent, it can become an extenuative logic because, at least, the assumption there is to focus on the optimization of business.

However, there is business and business; manufacturing can be a business but has a veneer of its own. It does not cover the business of ideas, and the business of ideas can be a specialization o...