NDLI: In-sourcing disruptive brands as a corporate entrepreneurship strategy

Content Provider	Springer Nature Link
Author	Rensburg, Deryck J.
Copyright Year	2014
Abstract	This paper highlights the infrequently discussed role of the entrepreneur as founder of disruptive brands creating new categories often in stealth-like manner. A corporate entrepreneurial response being pursued by Fortune 100 corporations’ renown for their branding prowess is posited in the paper called strategic brand venturing. Strategic brand venturing is a boundary-spanning activity whereby large firms access disruptive brands and entrepreneurial marketing know-how through equity investments in entrepreneurial brands. Comparisons are made between technology venturing and brand venturing and a conceptual model is proposed to assist in further research and practice of this inter-organizational strategy. The model borrows from prior venture capital and corporate venture capital models but caters for the exigencies of brands and entrepreneur founders. The version proposed also acknowledges the role of antecedents and the role of influential exogenous communities such as consumers and retailers. The paper concludes with suggestions for future research.
Starting Page	769
Ending Page	792
Page Count	24
File Format	PDF
ISSN	15547191
Journal	International Entrepreneurship and Management Journal
Volume Number	11
Issue Number	4
e-ISSN	15551938
Language	English
Publisher	Springer US
Publisher Date	2014-04-04
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Corporate entrepreneurship Strategic brand venturing Branding Corporate venture capital Disruption Brand portfolio Entrepreneurs Venture capital Entrepreneurship Management Emerging Markets/Globalization
Content Type	Text
Resource Type	Article
Subject	Management Information Systems Management of Technology and Innovation

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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