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MNE3702 ASSIGNMENT 2 SEMESTER 2 2024
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2024 MNE3702 ASSESSMENT 2 2024 2024DISCLAIMER
The MNE3702 assignment 2 2024 is a guide that help students to answer their
assessment. Therefore, students can use as the document contains different
pools of questions. Those who need further assistance may contact the given
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, 2024 MNE3702 ASSESSMENT 2 2024 2024
Question 1: Discuss the concept entrepreneurial intensity and indicate by means of
examples how it is applied at J&R (12)
Entrepreneurial intensity refers to the degree (how radical or incremental the
innovation is) and the frequency (how often entrepreneurial activities occur) of
entrepreneurship within an organization (Morris, Kuratko, & Covin, 2011).
Entrepreneurial intensity is typically measured by the innovativeness, risk-taking, and
proactivity exhibited by the firm.
In the case of J&R Electronics, entrepreneurial intensity is high. J&R's
entrepreneurial intensity manifests in a combination0717513144 of frequent
innovation (e.g., technological upgrades and loyalty programs) and a high degree of
risk-taking in expanding their e-commerce business. This aligns with the theory that
companies with high entrepreneurial intensity tend to adapt better to changing
environments (Morris et al., 2011).
E-commerce Expansion (Innovativeness)
Jason Friedman’s push to adopt e-commerce in 1998 highlights a high degree of
innovation. The decision to go online was bold and necessary in an industry
increasingly dominated by big players like Wal-Mart and Best Buy. Jason Friedman
pushed the business to establish an online presence in 1998, a time when e-
commerce was still in its infancy. This strategic decision was crucial in modernizing
J&R’s operations and differentiating them from traditional retail competitors such as
Best Buy and Circuit City.
Innovation in Customer Experience
The decision to add features like customer reviews, comparison grids, and
personalized product recommendations on JR.com also demonstrates entrepreneurial
intensity. These features enhance the shopping experience, reflecting a high level of
commitment to staying competitive.
Risk-Taking
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