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Corporate Venture Management und Entrepreneurial Marketing

Author

Listed:
  • Kliewe, Thorsten
  • Alfert, Carina
  • Baaken, Thomas

Abstract

Immer mehr Unternehmen gehen auf eine experimentelle Reise in die Zukunft - eine Zukunft, die vielfach von Ungewissheit geprägt ist. Corporate Venture Management befähigt etablierte Unternehmen, sich neben dem bestehenden Geschäft auf flexible und experimentelle Weise mit neuen Märkten und Geschäftsmodellen auseinanderzusetzen und so dem Innovator's Dilemma zu begegnen. Dabei wird etablierten Unternehmen ein zunehmendes Maß an Kreativität und das Hinterfragen bestehender Denkmuster abverlangt. Neben praxisgeleiteten Ansätzen in Form kurzer Fallstudien wird Effectuation als transformativer Ansatz im Entrepreneurial Marketing vorgestellt.

Suggested Citation

  • Kliewe, Thorsten & Alfert, Carina & Baaken, Thomas, 2019. "Corporate Venture Management und Entrepreneurial Marketing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 16-31.
    • Handle: RePEc:zbw:afmpwm:261140
    DOI: 10.15459/95451.28
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    References listed on IDEAS

    as
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