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Fostering Local Entrepreneurship in a Multinational Enterprise
Corporate entrepreneurship involves new business creation within established companies, the strategic renewal of existing business, and, ultimately, the search for sustainable competitive advantage in an increasingly globalised economy. Yet it remains elusive for many firms. In a collaboration between a practitioner and academic, Joe J. Amberg and Sara L. McGaughey explore corporate entrepreneuring within a large conglomerate multinational enterprise: Siemens AG. In early 2009, following a prolonged period of business stagnation and a huge bribery scandal, Siemens’ top management identified a severe lack of entrepreneurship as a critical issue. The strengthening of ‘local entrepreneurshi...
Stevens Indicator
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Internal Marketing
Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers – an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings. This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company’s internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.
