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In-sourcing disruptive brands as a corporate entrepreneurship strategy

机译：内购破坏性品牌作为企业创业策略

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This paper highlights the infrequently discussed role of the entrepreneur as founder of disruptive brands creating new categories often in stealth-like manner. A corporate entrepreneurial response being pursued by Fortune 100 corporations' renown for their branding prowess is posited in the paper called strategic brand venturing. Strategic brand venturing is a boundary-spanning activity whereby large firms access disruptive brands and entrepreneurial marketing know-how through equity investments in entrepreneurial brands. Comparisons are made between technology venturing and brand venturing and a conceptual model is proposed to assist in further research and practice of this inter-organizational strategy. The model borrows from prior venture capital and corporate venture capital models but caters for the exigencies of brands and entrepreneur founders. The version proposed also acknowledges the role of antecedents and the role of influential exogenous communities such as consumers and retailers. The paper concludes with suggestions for future research.
机译：本文着重介绍了企业家作为颠覆性品牌创始人很少讨论的角色，这些品牌通常以隐身方式创建新类别。名为“战略品牌风险投资”的论文提出了《财富》 100强公司因其品牌能力而享有盛名的企业企业家精神。战略性品牌冒险是一项跨越边界的活动，通过这种活动，大公司可以通过对企业家品牌进行股权投资来获得破坏性品牌和企业家营销专业知识。比较了技术风险投资和品牌风险投资，并提出了一个概念模型来协助进一步研究和实践这种组织间策略。该模型借鉴了先前的风险资本和公司风险资本模型，但可以满足品牌和企业家创始人的迫切需求。提议的版本还承认先行者的作用以及有影响力的外来社区（例如消费者和零售商）的作用。本文最后提出了对未来研究的建议。

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