Inculcation of Corporate Entrepreneurship and Innovation: A Case Study of Atlassian

This business report analyzes the inculcation of corporate entrepreneurship and innovation in Atlassian, a software development organization. It explores the challenges faced by the company and recommends strategies for future sustenance.

Running head: BUSINESS REPORT
Business Report.
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Executive Summary
The following report will look at the various aspects of the inculcation of corporate
entrepreneurial and innovative measures. The report will also strive to analyze the case study of
Atlassian, a software development organization. The report will delve deeper into the various
nuances of the company in relation to the issues and challenges faced by the above-mentioned
organization. The report recommends that it is necessary to include the aspects of corporate
venturing. The report also concludes that it is crucial to inculcate the innovative strategies for
future sustenance.

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Table of Contents
Introduction......................................................................................................................................4
Company Summary.....................................................................................................................4
Discussion........................................................................................................................................5
Context of the Issue.....................................................................................................................5
Various Issues..............................................................................................................................5
Proposed Solutions......................................................................................................................7
Recommendation...........................................................................................................................10
Conclusion.....................................................................................................................................10

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Introduction
Aiming to generate a fair and comprehensive view of the various corporate
entrepreneurship as well as innovation initiatives, this business report will endeavor to plunge
into an in-depth analysis as well as discussion related to the topic. The business report will also
endeavor to employ and understand the various concepts, theories to analyze the situation. In
order to apply the various innovation strategies and the corporate entrepreneurship, the report
will take into consideration the company named Atlassian. The business report will argue for the
fact that organizations need to implement the corporate business and innovative strategies to
accentuate the future prospects. The following business report will endeavor to throw light on the
various current issues faced by the company. The new strategies are required for the company to
inculcate the new ideas for the future. The following paragraphs will discuss about the
innumerable issues that are faced by the organization. The following paragraphs will devise
strategies to mitigate these issues.
Company Summary
The organization, Atlassian, is a software development tool company that was established
to deliver proper service to the clients and customers (Atlassian, 2019). The organization strives
to develop software for the software developers. The software developed by the software
organization has been used by online platforms such as Ebay and Flipkart. The organization
operates in seven countries. However, it is seen that the organization needs to incorporate the
notions and concepst of corporate entrepreneurship.

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Discussion
Context of the Issue
A closer look at the case will reveal that the issue is based on the development and
implementation of the various entrepreneurial concepts and innovative strategies to meet as well
as delete the existing challenges. Another closer look will project the fact that the context is
based on the idea that the above-mentioned company, Atlassian, needs to develop the available
strategies to enable the future sustenance of the company. In addition, the context reflects upon
the idea that in order to incorporate the myriad corporate entrepreneurial as well as innovative
strategies, it is essential for business organizations to expand upon the available resources and
ideas (Reisberg & Rumbley, 2015). The context also reflects upon the idea that various
integrated measures such as integrated communication skills, analytical thinking, analytical
problem solving and correct and fruitful teamwork can help in erasing the problems and issues
faced by organizations such as Atlassian (Jackson, 2015).
Needless to say, the issues faced by Atlassian are emblematic of the innumerable
problems that are faced by the business organizations willing to indulge in corporate
entrepreneurship. Thus, it can be said that the current context is reflective of the generic situation
of the innumerable corporate companies.
Various Issues
According to the findings, it can be mentioned that Atlassian faces certain challenges that
can threaten the future prospects of the above-mentioned organization. A closer analysis of the
organization will project that the company faces the challenge and issue of garnering appropriate
resources. It has to be accepted that the implementation of corporate entrepreneurship demands

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the proper acquirement and collation of the resources. For corporate businesses to succeed, it is
essential to collect the required information and resource for the purposed of evaluation of the
activities that shape the day-to-day functioning of the business organizations (Dagiliene,
Leitoniene & Grencikova, 2014). The surging problem of inadequate resources can act as an
impediment in the path of future progress of the enterprises such as Atlassian (Adisa,
Abdulraheem & Mordi, 2014). The aspect of the lack of resources can be the result of the poor
planning of the authorities. The sheer lack of resources can also be the result of certain
unforeseen events that can impede the proper availability of required resources.
Another issue that is faced by Atlassian is the important and serious issue of the changing
market scenario (Cavalcante, 2014). Due to the rapid advancements in the field of technology, it
is quite natural for other companies to replace the above-mentioned organizations. Due to the
advancements, most of the business organizations strive to improve the available resources to
throttle competition (Sahebjamnia, Torabi & Mansouri, 2015). Recent studies reveal that
integrated technological applications and facilities are employed by the software development
organizations to stand apart from others. Competitors of Atlassian includes GitHub, that
promises to deliver quality service and develop software to suit the challenging needs of the
modern times (GitHub, 2019). In addition to this, the competitors also incorporate the innovative
measures to replace others (Bohnsack, Pinkse, & Kolk, 2014). Further, it can be said that
Atlassian also faces the threat and issue of being replaced by the new startups that are chiefly
based on the inculcation of technological ideas (Hanson et al., 2016). Atlassian needs to keep a
stringent check upon the changing scenario at the market and the changing demands of the
clients of the software. Needless to say, without the availability of proper resources, it is a

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challenging situation for the above-mentioned company to understand and adopt measures for
the changing situation at the global market.
Further, it is to be seen that Atlassian faces the issue and challenge of proper research and
development. Studies are emblematic of the fact that it is important for business orgsnizations to
develop the aspect of research and development (Li & Hall, 2016). Atlassian faces the issue of
lack of proper teamwork dedicated to research and development. Studies depict that research and
development assists business organizations to gauge the areas that need to be developed and
improved. It has to be accepted that the research and development department of business
organizations helps in gauging the areas of competitive advantages that can be improved to
enhance the future prospects. In this context, enhancement of research and development can
assist in the development of the strategies to enhance the existing products for the development
of new products.
Proposed Solutions
After analyzing the above-discussed issues and challenges faced by Atlassian, it can be
mentioned that there are certain solutions available to improve the situation and to implement the
various innovative strategies. Given the scenario, it can be mentioned that the situation faced by
the above-mentioned organization can be mitigated by the adoption of proper and concrete
measures. The initiatives of corporate entrepreneurship and innovative strategies can be
implemented by following certain measures.
In order to resolve the issue of garnering appropriate corporate resources can be resolved
by the adoption of measures of corporate entrepreneurship. Corporate entrepreneurship refers to
the manner in which the aspects of innovation as well as growth are collated to develop the
available resources and products for future development (Turró, Urbano & Peris-Ortiz, 2014).

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Innovative measures such as identification of the exact areas that cause problems can assist in
understanding the exact areas and measures that need to be adopted accordingly. Studies are
emblematic of the notion that entrepreneurship is an activity that chiefly depends on the
availability of proper resources. In order to realize the goal of entrepreneurship, it is necessary
for Atlassian to imbibe the correct practices. In order to pool the existing resources and to trace
the new resources, it is important to adopt the innovative concept of each team member
participating in delivering ideas about the resources.
Needless to say, to resolve the issue, business organizations need to adopt and develop
concrete communication amongst all the members and employees. Studies have depicted that the
establishment of measures of communication amongst the employees can ensure the proper
delivery of relevant information in every strata of the organization. In order to ensure concrete
and effective communication, it is proposed that the innovative measure of engaging exchanges
through online platforms such as Whataspp and Email are used by managerial heads (Tawiah,
Nondzor & Alhaji, 2014).
Secondly, the issue and challenge of new entrants and start-ups can be erased by the
adoption of corporate entrepreneurial and innovative methods. In order to delete the issue, it is
proposed that the framework propounded by Porter should be used. Various theories propound
that the analysis of the innumerable external threats can assist organizations in gauging the most
powerful threat. The theory propounded by Porter can also help in adopting policies and
measures that can assist in throttling the upcoming competition that is posed by start-ups or
others. In addition to this, the concept and framework of PESTEL analysis can prove to be
effective in analyzing the external factors that can affect the smooth functioning of the company.

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In addition to this, the idea of corporate venturing can assist in staying strong in the competition.
Corporate venturing refers to the technique of the creation of internal business enterprises
(Minola et al., 2016). In this way, Atlassian can bear the brunt of the competitive market. Studies
also reveal that the aspect of innovative organizational transformation can assist in the
betterment of the organizations. Small and innovative organizational changes such as changes in
policies and ideologies will help in the exact identification of the problems and introduce the
necessary changes.
Further, innovative measures such as the adoption of new technologies can also assist in
adopting to the changes in the scenario at the market. It can also be said that due to the intensely
competitive nature of the markets, it is essential to adopt the ideas of corporate entrepreneurship.
Concepts and frameworks such as modification and introducing flexibility to the already existing
rules of the company can help in the inclusion of innovative measures to address the various
issues (Anastassiu et al., 2016).This framework of the introduction of flexibility to the various
norms can also assist in the inculcation of ideas relevant to the development of the organization.
In this scenario, it can be mentioned that the inculcation of flexible organizational rules can assist
Atlassian in inculcating the various new measures to adopt to the changes.
In addition to this, it can also be said that the issue and challenge of the lack of
comprehensive and proper research and development areas. In order to address and resolve this
issue, it is necessary for the above-mentioned organization to adopt the innovative measures. The
innovative measures can assist in the development and implementation of the corporate
entrepreneurship models. Studies and theories are emblematic of the fact that the inculcation of
various innovation metrics. The framework of innovation metrics refers to the collation of input
and output metrics to arrive at concrete ideas related to the areas of resource allocation and

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innovation. It has to be accepted that the concept of innovation metrics can be used to measure
and gauge the various areas that need to be modified in an innovative manner. In addition to this,
the aspect of the development of research and development can be achieved and addressed by the
inculcation of external scientific and technical areas and experts to provide relevant ideas on the
above-mentioned aspect. Corporate entrepreneurship and innovation strategies can be applied to
the aspects of research and development. Therefore, it can be said that these theoretical measures
can assist in addressing the various issues and challenges.
Recommendation
 It has been recommended that business organizations such as Atlassian needs to adopt
innovative measures related to corporate entrepreneurial activities to match to the high
level of competition in the market and to throttle the intense competition.
 It has been recommended that Atlassian should incorporate corporate entrepreneurial and
innovative measures such as Corporate Venturing to assist the firm to survive the intense
competition.
 It has been recommended that Atlassian should adopt and incorporate measures such as
organizational policy restructuring and innovation metrics to enable the inculcation and
penetration of innovative ideas for future sustenance.
Conclusion
After analyzing the above-discussed ideas, it can be mentioned that companies such as
Atlassian function in a proper manner. However, the various issues and challenges related to
corporate entrepreneurship and innovation strategies need to be addressed to ensure the future
sustenance of the organization. In conclusion it can also be mentioned that the issue of lack of

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proper resources, the threat of changing market scenario and the issue of research and
development can be addressed by adopting various relevant measures.

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