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MNE3702 ASSIGNMENT 2 SEMESTER 2 2024
- Institution
- University Of South Africa (Unisa)
MNE3702 ASSIGNMENT 2 SEMESTER 2 2024
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passmatetutorials@gmail.com MNE3702 ASSIGN 2 2024062621185/0680538213/0717513144
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Question 1: Discuss the concept entrepreneurial intensity and indicate by means of
examples how it is applied at J&R (12)
Entrepreneurial intensity entrepreneurial intensity is a critical factor that influences an
organization's ability to innovate and remain competitive in a dynamic market. It
highlights the importance of fostering an entrepreneurial mindset across all levels of
an organization. It 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
encompasses the mindset, behaviors, and practices that promote innovation, risk-
taking, and proactiveness among individuals and teams and it 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 combination 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
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