Beyond Intrapreneurship: The Metamorphosis of Larger Corporations

David Norburn (Cranfield School of Management)
Kingsley Manning (Managing Director, Newchurch Ltd, London)
Sue Birley (Cranfield School of Management)

Leadership & Organization Development Journal

ISSN: 0143-7739

Publication date: 1 March 1986


The relationship between strategic positioning and the appropriate mechanism for its implementation is important to most top managers. The determination of an appropriate organisational relationship will largely reflect the complexity of the trading environment. Intrapreneurship within traditional organisational structural formats is one mechanism to combat turbulent trading conditions. A “menu” of organisational relationships is presented which are used within a looser model of organisational relationships. Changes of this nature imply a re‐examination of managerial “grooming”. Educators must design school curricula around criteria of increasing self‐reliance and risk taking. Management developers should encourage the same characteristics. A change in political and social attitudes is also indicated.



Norburn, D., Manning, K. and Birley, S. (1986), "Beyond Intrapreneurship: The Metamorphosis of Larger Corporations", Leadership & Organization Development Journal, Vol. 7 No. 3, pp. 21-26.

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Copyright © 1986, MCB UP Limited

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