As mature businesses look for growth opportunities by entering new markets and introducing new products and services, a new style of management is required. Attempting to create new ventures within the context of a large corporation or mature business demands an approach that differs significantly from traditional ways of doing business. Existing management models are not adequate for developing products and services that are truly new, and not simply line extensions. Intrapreneurs, who attempt to create a new venture within the context of an existing corporation will find themselves on unfamiliar ground. As a result, they will have many questions to consider about developing market strategy, maximising the potential of human resources, and changing corporate culture. These questions are examined based on experiences in a new business development group.
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