The Macrotel Files: An Intrapreneurial Case Study
Entrepreneurs who become intrapreneurs (form a formal relationship with a large organization) will have to learn to function drastically different in their new role. In order to achieve the expected success of bringing together the complimentary strengths of the two participants, several strategic issues will have to be quickly confronted. The most critical of these are: ž Positioning for success ž Finding sufficient funding ž Start with a distinctive competence ž Dealing with the core business ž External and internal venturing ž Complimentary initiatives ž Building and improving communications ž Industry collaboration ž Building visibility ž Dealing with difficult events There are few published works that detail what happens in an intrapreneurial venture, or that identify and explain the actions required to succeed. That is why the detailed history of Macrotel, an intrapreneurial organization that was involved in the development of numerous electro-media technologies with partners such as IBM, SONY, CBS, and the banking industry, is such a valuable resource. In The Macrotel Files, the pros and cons of an intrapreneurial relationship are dealt with in a lucid and detailed manner and compel the reader to decide what they would have done in dozens of actual situations.
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The Relevance and Plan of this Book
Chapter One Positioning For Success
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