In a free market economy, when entities face challenges, they must think of ways to overcome them.

An obvious example of innovations resulting from disequilibrium would be the focus on alternative energy and energy efficiency. A large increase in demand for environmentally friendly products has caused innovation in everything from cars to appliances to alternative energy production.

Another more negative example is cigarette advertising. The government has passed many laws restricting tobacco advertising, putting companies in states of disequilibrium. The cigarette companies had to respond to this, which has forced them to create and adopt some of the most resourceful and devious advertising methods.

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