Corporate Entrepreneurship and Innovation

Lecture 1

Team presentation:
- San Murcatto winery case
- Executive summary – 3-4 pages
- Presentation – 10 slides max

Terminologies:

- Dual transformation
- Corporate Entrepreneurship - “entrepreneurial behavior” inside mid-sized and large
organizations
o Formal or informal activities aimed through product (output) and process
(input) innovation
- Intrapreneurial qualities requires organizational context for outcome to take full effect

Four modes of corporate entrepreneurship:

Tutorial 2 – 17 February 17, 2023

Producer – San Murcatto wines

- High quality and high demand

- Try to be innovative but are not willing to pivot or rebrand to capitalize on a gap in the
market
- Everything runs through marketing department
- Rigid and compartementalized
Problems:

- Competition
- Internal structure (too rigid)
- Main focus on patents
- Lack intrapreneurial innovation

Barriers:

- Tighter regulation for low alcoholic wine

- Supply chain challenges
- Changing consumer preferences
- Brand recognition

Issues:

- Lack of product diversity

- Focus on sustainability and healthy lifestyle

Three challenges:
1. Restructuring organization to boost creative process
2. Changing consumer preferences
3. Effectiveness of R&D and marketing

Ideas:
- Brand ambassador
- Estate restaurant
- TV show