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Go out in the world and find an intriguing example of a corporate entrepreneurial project that led to an innovative product, service, or business model

Assignment Description  

Please note: this is an individual assignment.

For this assignment, I`d like you to go out in the world and find an intriguing example of a corporate entrepreneurial project that led to an innovative product, service, or business model! Choose an example of a project from an established organization, where the respective company showed intrapreneurial behavior. In your assignment, outline the corporate entrepreneurship journey: 

1. Describe the process of ideation within the company 
2. Discuss any internal points of friction or uncertainty 
3. Describe the path from opportunity to market 
4. Explain why you chose this example 
5. Lessons learned from this company`s example 

In your case study, pay special attention to the element of corporate culture and management/leadership driving the innovation process.  

Also, the more numbers you can dig up or extrapolate to back your case, the better!

Assignment Structure 

We recommend you structure your assignment as below: 

Deliverable 1: A short report covering the following points: 

• Explain why you chose this example  
• Describe the process of ideation within the company 
• Discuss any internal points of friction or uncertainty 
• Describe the path from opportunity to market 
• Describe lessons learned from this company`s example 
• Create a separate appendix (if necessary) 

Deliverable 2: A Business Model Canvas 

Your Canvas should cover the CE project with as much information as you can find, and especially highlight (different colors) existing resources leveraged from the corporate versus the elements new to the specific project. If there have been major evolutions, you can add create multiple canvases to highlight the corporate pivots over time.   

Assignment Format 

You will have two deliverables. Please upload them as two separate files

1. A short report (document format): your case study should be no longer than 3 pages in text (A4, Times and New Roman 12, single-spaced, 1-inch margin).  
2. A Business Model Canvas (the format that works best for you)  

Grading 

Your paper will be graded by your peers based on the following criteria: 

• Correct selection of a company 
• Development of a new idea (in other words, researching and creating your own viewpoint, not just copying and pasting) 
• How interesting and relevant the case selected is 
• Correct identification of the resources already in place by the company 
• Explanation of the value of the project for the company 
• How easy to understand the Canvas is 
• Coverage of all the elements required in the Canvas 
• Overall evaluation of the two parts of the assignment – does the assignment help others learn something new? 
• Your peer reviewers will also offer constructive feedback on the strengths of the assignment, offer suggestions for further improvement, and offer feedback on what they learned from this assignment that they did not know before.

Sample Answer - Plagiarised

Short Report: Google’s Development of Gmail

The development of Gmail by Google is a prime example of corporate entrepreneurship, showcasing how intrapreneurial initiatives can lead to transformative products. Gmail began as a "20% project," a policy that allowed employees to dedicate a portion of their work time to passion projects outside their primary responsibilities. This program exemplifies Google’s commitment to fostering innovation through an entrepreneurial corporate culture, which made Gmail one of the most widely used email platforms globally.

The Process of Ideation

The ideation process for Gmail started with Paul Buchheit, a Google engineer, who wanted to address the inefficiencies of existing email platforms. Buchheit envisioned a web-based email service that provided users with extensive storage and advanced search capabilities. During this phase, the idea of offering 1 GB of free storage—an unprecedented amount at the time—emerged as a central feature. Google’s collaborative environment allowed Buchheit to refine his concept by leveraging the expertise of colleagues, ensuring the idea was both innovative and feasible.

Internal Friction and Uncertainty

Despite the promise of the project, there were internal challenges. Initially, some executives were skeptical about the viability of allocating vast server resources to an email service, especially given the company’s search-engine-focused business model. Additionally, the decision to monetize Gmail through targeted advertising based on email content raised privacy concerns, leading to heated discussions within the company. Overcoming these challenges required robust leadership support and a willingness to take calculated risks.