MNE3702 Assignment 2
(COMPLETE ANSWERS)
Semester 2 2024
(156077) - DUE 25
September 2024 ; 100%
TRUSTED Complete,
trusted solutions and
explanations
, Question 1. Discuss the concept entrepreneurial intensity and indicate by
means of examples how it is applied at J&R (12). 3
Entrepreneurial Intensity
Entrepreneurial Intensity (EI) refers to the degree and frequency of entrepreneurial activity
within an organization. It can be measured across two key dimensions:
1. Degree of Innovation: The level of novelty and risk involved in the entrepreneurial
activities.
2. Frequency: How often entrepreneurial activities, such as innovation, risk-taking, and
proactiveness, occur within the organization.
The concept of entrepreneurial intensity highlights how dynamic and engaged a company is in
seeking new opportunities, launching new initiatives, and making bold moves to stay
competitive. Companies with high entrepreneurial intensity consistently embrace innovation,
take calculated risks, and remain proactive in the market.
Application of Entrepreneurial Intensity at J&R
Example 1: Innovation in Product Offering J&R, a technology and electronics retailer, could
demonstrate entrepreneurial intensity by frequently launching new products and services. For
example, if J&R invests in developing and selling cutting-edge technology products, such as AI-
driven home devices, or enters new markets like electric vehicles, this indicates a high degree of
innovation. The more frequent their product launches and updates, the higher their
entrepreneurial intensity.
Example 2: Risk-Taking in Expanding Operations If J&R decides to expand its operations to
international markets, it involves a significant level of risk-taking. Entering new markets with
different customer bases and regulatory environments demonstrates the company’s
entrepreneurial willingness to take bold steps for growth. For instance, J&R may open stores in
high-risk regions or develop partnerships with emerging tech companies, reflecting a high-risk,
high-reward strategy.
Example 3: Proactive Approach to E-Commerce J&R could increase its entrepreneurial
intensity by proactively investing in e-commerce and digital transformation. For example,
launching an advanced mobile shopping app with AI-driven recommendations or creating a
seamless online-to-offline (O2O) shopping experience demonstrates their proactive engagement
with modern retail trends. If J&R is frequently updating its digital platforms and enhancing
customer experiences, it reflects a high entrepreneurial intensity in adapting to and leading in a
rapidly changing retail environment.
Example 4: Strategic Partnerships J&R could apply entrepreneurial intensity by forming
strategic partnerships with startups or innovators. For instance, they may collaborate with tech
startups for exclusive product offerings or invest in joint ventures to enter niche markets, such as
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