Page 29 - Grow from Within Mastering Corporate Entrepreneurship and Innovation

16 grow from within

The bottom line: the key to successful corporate entrepre-
neurship is the creation and capture of customer value, not nec-
essarily being first to market with an innovative product or
service. This book explores corporate entrepreneurship as a
2
means of creating value across the spectrum of your business.

What Readers Can Expect

Chapter 1 defines the concept of corporate entrepreneurship
and provides a feel for how leading companies are pursuing it
today. It highlights and addresses common pitfalls for compa-
nies that are seeking to build ongoing corporate entrepreneur-
ship capabilities.
Chapter 2 presents the notion of new business design, an
emerging capability that is central to success at building new
businesses. While this is certainly the case for independent
entrepreneurs, corporate entrepreneurs face an even greater
business design challenge.
Chapter 3 introduces the four models of corporate entrepre-
neurship, providing several examples of various ways in
which companies have implemented them. Companies may
implement different models at different levels of the corpora-
tion or sometimes within the same organization.
Chapter 4 describes how you can determine which model,
or combination of models, is the most appropriate starting
place for your company, given your particular growth goals
and context. Corporate entrepreneurship should be viewed as
a learning process; you should expect to modify your approach
as you gain experience and as your business environment
changes.
Chapter 5 discusses the distinct leadership and staffing
requirements of differing types of corporate entrepreneurial