The disruption that creates new brands: Intrapreneurship at the heart of growth

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Considers a different approach to the historic way of accessing growth and disruptive brand franchises. Typically, this has been via acquisition of entrepreneurial brand firms. This can be costly, and the culture and ethos of these mission-driven brands is often a casualty. The alternative discussed here is strategic brand venturing as a potential complement to the brand management system.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "The disruption that creates new brands: Intrapreneurship at the heart of growth", Strategic Direction, Vol. 31 No. 9, pp. 32-34. https://doi.org/10.1108/SD-07-2015-0108