MNE3702 Assignment 2 Semester 2 (156077) DUE 25 September 2024
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Course
Corporate Entrepreneurship
Institution
University Of South Africa
Book
Corporate Entrepreneurship
Question 1. Discuss the concept entrepreneurial intensity and indicate by means of
examples how it is applied at J&R (12). 3 Question 2: By quoting relevant issues from
the case study, present at least six characteristics displayed that are associated with an
entrepreneurial individual (6) 4 ...
, Entrepreneurial Concepts in the Context of J&R
Question 1:
Entrepreneurial Intensity refers to the degree to which entrepreneurial activities are
embedded within an organization. It reflects the organization's overall entrepreneurial
orientation and capacity to innovate, take risks, and actively seek new opportunities.
Three main dimensions often characterize entrepreneurial intensity: innovation, risk-
taking, and proactiveness.
Application of Entrepreneurial Intensity at J&R:
1. Innovation Culture: J&R has fostered a culture of continuous innovation by
encouraging employees to propose new product ideas and improvements to existing
processes. For instance, implementing an employee suggestion program not only
enhances innovation but also engages employees in the company’s growth.
2. Risk-Taking Initiatives: J&R is willing to explore new markets or product lines
despite associated risks. For example, when entering an emerging market, J&R may
launch a pilot project to gauge potential success before fully committing resources.
3. Proactive Market Engagement: J&R actively scans the market for emerging trends
and shifts. This has led them to invest in sustainable practices ahead of competitors.
For example, J&R has initiated eco-friendly product lines to cater to the growing
consumer demand for sustainability.
4. Adaptability: The company’s ability to adapt to market changes demonstrates
entrepreneurial intensity. For example, during economic downturns, J&R may pivot
its product offerings or marketing strategies to meet changing consumer priorities.
5. Empowerment of Employees: By empowering employees to take on leadership
roles in projects, J&R fosters a sense of ownership and accountability. They have
decentralized decision-making processes for specific teams, enabling quicker
adaptations and fostering entrepreneurial spirit among all employees.
6. Collaborative Partnerships: J&R has engaged in strategic partnerships with local
startups or innovation labs to leverage external expertise, enhancing their innovative
capacity. Such collaborations allow them to enhance their product lines, leading to
sustained competitive advantage.
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