Intrapreneurship Management

RAINER HASENAUER, PhD, is Honorary Professor Marketing and Lecturer in Marketing of High-Tech Innovation and Technology at the Vienna University of Economics and Business, Austria. He is also a co-founder of the HiTec Marketing Research Association in Vienna and the Cross Border HiTec Center, for which he still serves as senior advisor. He has researched and published extensively in high-tech innovation and management, and serves on the advisory boards of numerous tech investment groups and start-up incubators. OLIVER YU, PhD, is Founder and CEO of a technology consulting firm and Executive-in-Residence at San Jose State University, USA. He has held senior positions at SRI International and Electric Power Research Institute, and served in leadership roles for both the IEEE Technology and Engineering Management Society and the International Society of Innovation Methods.

About the Authors xi

Preface xiii

Acknowledgments xiv

1 Introduction and Overview 1

1.1 Innovation: A Simple Yet Comprehensive Definition 1

1.2 Special Importance of Intrapreneurship Management 3

1.3 Focus, Approaches, Emphases, Theme, and Major Contributions of the Book 4

1.4 Overview of Book Organization 6

2 The Internal Innovation or Intrapreneurship Process 13

2.1 The Internal Innovation Process as an Interactive System 13

2.2 Major Innovation Participants of Intrapreneurship 15

2.3 A Common Investment Perspective of All Innovation Participants 16

2.4 Specific Applications of the Investment Perspective 18

2.5 Alignment of Individual Investment Perspectives for Innovation Implementation 21

2.6 Generic Challenges to Intrapreneurship Caused by a Lack of Alignment of Investment Perspectives 21

2.7 Major Changes in the Business and Natural Environment and Special Challenges to Intrapreneurship in the 21st Century 23

2.8 Key Elements of Intrapreneurship Management 26

3 Understanding Human Needs and Wants as Driving Forces of Intrapreneurship 31

3.1 Overview of Human Needs and Wants 31

3.2 General Observations of Human Needs and Wants 35

3.3 Major Factors Influencing the Intensity of Needs and Wants 38

3.4 Special Applications to Intrapreneurship 39

3.5 Graphical Representations of Human Needs and Wants: The Maslow Hierarchical Model and a New Perspective 41

3.6 Application to Intrapreneurship Management: An Integrated Value Framework for Both the Individual and the Organization 48

4 A Unified Approach to Innovation Marketing with Applications to Organization Readiness in Intrapreneurship Management 53

4.1 A Broad Definition and a Supply and Demand Perspective of Innovation Marketing 54

4.2 A Unified Approach to Innovation Marketing 55

4.3 Application of the Unified Approach to Innovation Marketing in Intrapreneurship: Organization Readiness Assessment 61

5 Applying the Unified Approach of Innovation Marketing to External Adopter for Market Readiness Assessment 79

5.1 Interaction Between Market Readiness and Technology Readiness 79

5.2 Major Considerations of Marketing to External Adopter 82

5.3 Market Readiness 86

5.4 Development of Market Readiness Indicators 93

6 Innovative Product Development: Creative Problem-Solving and Technology Readiness Assessment 99

6.1 Introduction 99

6.2 Main Barriers to Continued Development of Creativity 100

6.3 Creative Problem-Solving as a Trainable Skill 102

6.4 General Approaches and Tools for Creative Problem-Solving 103

6.5 Team-Based Creative Problem-Solving Approach by the Enneagram (Based on contributions by Matt Schlegel) 107

6.6 Systematic Approach for Creative Problem-Solving as Represented by TRIZ (Based on contributions by D. Daniel Sheu) 113

6.7 Exploring Nescience for Creative Problem-Solving 119

6.8 Artificial Intelligence and Creative Problem-Solving 122

6.9 Innovative Product Development and Technology Readiness Assessment 123

7 Intrapreneurship Readiness Assessment: Methodology 131

7.1 General Methodological Approach for Readiness Assessment 131

7.2 Organization Readiness 134

7.3 Market Readiness 137

7.4 Technology Readiness 143

7.5 Special Application of the Readiness Assessment Process 152

8 Intrapreneurship Readiness Assessment: Software Outline 155

8.1 Overall Structure and Key Functions 155

8.2 User Interface 158

9 Summary and Outlook 173

9.1 Overall Summary 173

9.2 Future Outlook and Potential Research Areas 175

Appendix A Case Studies of Innovative Companies 177

Appendix B Selected Cases for Innovation Project Readiness Assessment 191

Index 207