Corporate entrepreneurship as a winning strategy

Résumé du document

To survive and to enable continued growth in today's fast changing environment, large corporations need to continually renew themselves through new products and new businesses. In some instances this involves dealing with advanced technology. To illustrate this adaptation, I chose as an example of corporate entrepreneurship the case of Google. Indeed, Google is the most famous web corporation specializes in Internet search and in online advertising. Created in 1998 by Larry Page and Sergey Brin, Google gets a well thought and organized structure. This example will allow us to understand the concept of Corporate Entrepreneurship. We could study the good ( best ? ) ways to apply it in a company, the obedients of such a management, the difficulties to apply it in certain industries or companies… We will see that innovation is the main principle of this management.

Extraits

[...] Indeed, according to B. Taylor, the current debate on corporate governance concentrates too much on control and ways of restraining corporate decisions. The author argues that board members should focus more on the central task of the board which is “corporate entrepreneurship”. That means for him: Creating conditions for corporate renewal ; Encouraging the development of new activities and the elimination of old ones. Case of SNCF : To succeed in today's unpredictable world, companies large and small must be agile and able to respond quickly to fast-moving markets. [...]

[...] What I would say it is that corporate entrepreneurship is not a question of sector but a question of good willing and good economical conditions. Sources Covin, J.G. & Miles, M.P Corporate Entrepreneurship and the Pursuit of Competitive Advantage. Entrepreneurship Theory and Practice ( 3 ) : 47 - 63 Bygrave, W.D. & Hofer, C.W Theorizing about entrepreneurship. Entrepreneurship Theory and Practice ( 2 ) : 13- Amit, R., Glosten, L. & Muller, E Challenges to theory development in entrepreneurship research. Journal of Management Studies ( 5 ) : 815 - 834. [...]

[...] And as a new company born at the end of 1990's, it could allow to implement its own management. What I want to mean it is that, in comparison with companies as SNCF for instance, it is easier to create a company politics and not move one. Nevertheless, I believe that Corporate Entrepreneurship could be learned but it is difficult to be applied in regard of sectors. For instance, automotive sector is currently a really competitive one. In spite of what we could think, the main strategy is not only concentrated on cars' production. [...]

[...] I think that when new generation will have remplaced the old one, a really good entrepreneurship corporate could bear! The current SNCF “machine” seems to big to be moved. By writing this about corporate entrepreneurship, the author wants that we understand more exactly that companies have to Build decentralised structures ; Delegates real power to boards of subsidiaries, divisions and joint ventures; It also involves to change managers into leaders ; Communicate a corporate vision and values ; Set stretch goals ; Benchmark business performance internally and externally ; And develop throughout the company a sense of ownership and trust. [...]

[...] Set high performance standards In the second part, we could read that Google got its particular performance standards. C. Communicate the company's core values and corporate strategy Indeed, by their “paternalist” politics where the employee is the core of the company, Google is one to have succeded to give a true sense to “living force of the company”. D. Provide a supportive environment for enterprise : Concretly, Google implemented Googleplex. In 2006, Google moved into 311,000 square feet (28,900 of office space in New York City, at 111 Eighth Ave. in Manhattan. [...]