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Title: Strategic brand venturing as corporate entrepreneurship
Author: van Rensburg, Deryck Janse
ISNI:       0000 0004 5352 5759
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2014
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This dissertation highlights the infrequently discussed role of the entrepreneur as founder of disruptive brands creating new categories often in a stealth-like manner. A recent corporate entrepreneurial response being pursued by Fortune 100 corporations’ renown for their branding prowess is examined in the dissertation called strategic brand venturing. Strategic brand venturing (SBV) is a boundary-spanning activity whereby large firms access disruptive brands and entrepreneurial marketing know-how through equity investments in entrepreneurial brands. Using an abductive logic, eleven practitioner-based dimensions of SBV are iteratively refined through comparisons with intersection literature and venturing literature and theory, to arrive at a conceptual model. In the process, comparisons are also made between technology venturing and brand venturing. This model is empirically tested and refined within and across seven case studies from six subsidiaries of global consumer packaged goods corporations in the United States. The final model borrows from prior venture capital and corporate venture capital models but caters for the exigencies of brands and entrepreneurial founders. The model also acknowledges the role of antecedents and the role of influential exogenous communities such as consumers and retailers. Using a realism philosophical perspective, deeper structures and generative mechanisms are uncovered related to strategic and political context factors. The positive benefits through partnership with brand entrepreneurs, and the potential contribution to heightened corporate entrepreneurship in large firms is highlighted. The dissertation concludes with propositions and suggestions for future research as well as implementation implications for practitioners.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (D.B.A.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Corporate entrepreneurship; strategic brand venturing; corporate venturing; brands; entrepreneurship