Managing Corporate Culture, Innovation, and Intrapreneurship

By Howard W. Oden

Book Overview

To succeed in the global marketplace for new goods and services, American corporations must learn how to innovate and develop new businesses better and faster than their competition. To do this requires a special culture--one that is much different from the traditional culture of American business. Oden's unique book looks for the first time at the relationships among these elements--innovation, intrapreneurship, and corporate culture--and points out how these three elements can be integrated to achieve the maximum advantage in global competition. A concise but comprehensive, readable text and resource for corporate management, professionals involved in product development, and teachers and students with special interest in organizational development, innovation, and intrapreneurship.

Oden first looks at the actions that corporations must take to create a culture that is conducive to the venturing process. He makes clear that corporations must have not only a culture that supports innovation and intrapreneurship, but an organization and work force that can adapt quickly to exigencies. Also required is a well-structured venturing process. He describes this process in the second part of the book, breaking it down into three phases: concept development, technical development, and business development. Concept development is concerned only with product ideas, while hardware and software are developed in the technical phase. Business development concludes the process by assuring that the product succeeds in the marketplace. Written in a practical, non-technical style, Oden's book will prove to be a hands-on, action-oriented manual for improving the corporate venturing process and its output.

• Format: Hardcover
• Language: English
• ISBN: 1567200478
• ISBN13: 9781567200478
• Release Date: June 1997
• Publisher: Praeger
• Length: 296 Pages
• Weight: 1.45 lbs.
• Dimensions: 1.1" x 6.4" x 9.6"

Customer Reviews

A wealth of informative thinking.

Oden details processes for integrating culture, innovation, and intrapreneurship for competitive success. The book describes how strategic planning, cultural planning, organizational change, and process reengineering must be done in parallel to achieve an innovative culture. The author proposes using a venture team to integrate the corporate innovation process and a six stage new product or business development process the team follows. Just to mention two topics covered, there is an excellent discussion about idea generation and a profile of human resources practices in an innovative organization. This work offers a wealth of informative thinking presented in a clear framework. Excellent.