Report on Corporate Innovation and Entrepreneurship

Running Head: CORPORATE INNOVATION AND ENTREPRENEURSHIP
Corporate Innovation and Entrepreneurship
Name of the Student
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Author Notes

Corporate Innovation and Entrepreneurship2
Abstract
The report aims at analyzing the entrepreneurship structure and the importance of the
innovation of the business in its respect. The report revolves around the issues as it has been
seen in the case study of Webasto. Among the theories, that has been used Lewin’s three step
models, Senge’s notion of organizational learning, Basadur’s thinking organization and
several other theories. The concern of the report is to evaluate the link between creativity,
innovation and entrepreneurship through the lens of leadership, managerial strategies and
incorporated changes.

Corporate Innovation and Entrepreneurship3
Table of Contents
Introduction................................................................................................................................4
Creativity....................................................................................................................................4
Innovation..................................................................................................................................5
Entrepreneurship........................................................................................................................8
Analysis of Organizational system...........................................................................................11
Synthesis Organizational System.............................................................................................14
Recommendation......................................................................................................................16
Conclusion................................................................................................................................16
Reference..................................................................................................................................18

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Introduction
The case study in concern focuses upon the company, Webasto AG, which was one of
the leading supplier of automotive supplier. The case study is placed around 2000, which
proved to be a challenging time for the supplies concerned with supplying automotive parts.
Two options available to the organizations in the industry whether to furnish considerable
amount of market power or diversify. However, the company Webasto AG combined both
the available strategy by building a competitive market power for themselves and by
diversifying their service and product to cater to the end customer market. Its primary
endeavor is to capitalize on the manufacturer of the product that they supply by joining them
with the value of the product that has been proposed as it has been added to the innovation in
the service as well as in marketing. The proposed innovated product then had been marketed
via a highly networked channel. Another unique point of this supplier channel is imbibe in
the fact that it opened up the process of innovation in order to incorporate the innovation
from the ‘lead users’, referring to the early accepters of the new process. The aim of the
report therefore is to conduct an in depth analysis of the innovation used by the company in
order to bring about changes in the situation of crisis and how the creative aspect of the
innovative strategies and strategies was helpful for the company in diversifying its
entrepreneurship endeavor. The aim of the report is to conduct analysis and synthesis the
organizational creative innovation and use the contemporary theories in order to evaluate the
same (Van Gundy 1981).
Creativity
The company is attributed by its innovative measures since it first stepped its foot in
the innovative business endeavor. It started with the company creating the easily foldable
roof as its first step toward creative innovation. The next endeavor that the company made

Corporate Innovation and Entrepreneurship5
was to create a heating system with fresh air. The history of the company can be excavated to
trace a number of innovations that lined its way. The company has established its brand name
in the global sector with the two innovations mentioned above and thereby establishing 26
plants for controlling production. Along with that there emerged 43 subsidiaries on the global
platform. Founder Baier was of the opinion that in the case of the company the culture plays
the central pivotal role on which the value of the company depends and its changes is
imperative to change the mindset around which the market demand is created (Weisberg
2006). Creativity has been considered a two way process. The first process being the one
where creativity is looked upon as the flow, which consolidates in a unprecedented way after
a certain point. In the words of Woodman and Sawyer creativity in a organization scenario
has been looked upon valuable creation of product or services that would be of use to the
bring a innovative nature among the complexities of the organizational scenario. From the
perspective of the theory, it can be realized that the company about certain changes in the
leadership models as well as in the culture in order to suit the changing demand of the
company. The creative endeavor taken by the company in this respect is that of appointing of
Franz Joseph as the CEO who brought about massive changes in the managerial set up of the
organization. It is always suggested that in the dynamic business environment which is
continuously evolving, it is imperative to understand that creativity and innovation are the
key elements that aid one organization on thriving to the evolving marketing scenario (Ali
Taha, Sirkova, and Ferencova 2016). Though on the ground level it seems easier to involve
creative innovation in the organizational setup, it is difficult in its implementation. Webasto
relied on the leadership of Kortum whose realization about the fact that the advantage of the
organization was invested in its ability to sustain through integrating into the marketing and
supply sector.

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Innovation
The innovation for the company has been reinforced by Kortum appointing Lang as
the consultant for the marketing and innovation. Drawbacks of the company is invested in its
inability to formulate a greater understanding of the end market with the limitations invested
in its failure to estimate the growth of the organization. In order to secure its competitive
advantage in the otherwise competitive market to prevent the ideas being sold off to the
marginal competitors present in the market (Anderson, Potocnik and Zhou 2014). From the
perspective of organizational benefits it can be said that innovation has been seen as the
introduction of the ideas that are new to the organizational scenario with full effort. The risk
of the innovations been sold away is high in the earlier stage of development in the OEM. In
this case, the cost leadership came to aid the company to allow it to mark its direct entry into
the competitive market by entering directly into the end market. Its entry into the end market
allowed the company to estimate the trend of the end market, and to intervene into the market
without the risk of running through loss. The newly evolved capability of the company in
estimating its advantages is invested in its ability to analyze the demand of the market and
thereby prevent a huge loss from being disseminated in the process (Dentchev et al., 2016).
One of the important way by which the company made its marks towards the creating
innovative structures for the company is by creating an organizational culture. His idea
behind furnishing company culture was to boost the innovation and the creativity and the
conveying the conditions of age long posters that adorned the walls of the company was
doing it. By conveying the same to the employees. He allowed the employees to choose from
a wide array of pictures and thereby urging them to customize their own calendar. The idea
gained massive popularity after being famous among the employees. The vision of Lang was
to create a creative environment in order to facilitate the creativity among the employees. The
decoration of the room was done in a fashion so that it conjures an inspiring environment.