As mature businesses look for growth opportunities by entering newmarkets and introducing new products and services, a new style ofmanagement is required. Attempting to create new ventures within thecontext of a large corporation or mature business demands an approachthat differs significantly from traditional ways of doing business.Existing management models are not adequate for developing products andservices that are truly new, and not simply line extensions.Intrapreneurs, who attempt to create a new venture within the context ofan existing corporation will find themselves on unfamiliar ground. As aresult, they will have many questions to consider about developingmarket strategy, maximising the potential of human resources, andchanging corporate culture. These questions are examined based onexperiences in a new business development group.
Management Decision – Emerald Publishing
Published: Aug 1, 1991
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