MGT731 Corporate Entrepreneurship: Addressing Atlassian's Issues

This report analyzes the challenges faced by Atlassian, an Australian software development company, in a competitive market, focusing on customer demands and rapid market changes. It proposes solutions based on corporate entrepreneurship, including corporate venturing and strategic entrepreneurship, highlighting the importance of innovation and risk-taking. The report explores frameworks like the Horizon of Growth, Four Models of Corporate Entrepreneurship, and Innovation Radar to address organizational, resource, technical, and market uncertainties. Recommendations for Atlassian include establishing a centralized R&D department, developing a strategy for managing issues, reducing competition through disruptive innovations, and prioritizing customer satisfaction. The report concludes that corporate entrepreneurship and innovation are crucial for Atlassian's growth, revenue, and long-term success, emphasizing the need for sustainable development and enhanced corporate venturing.

Running Head: ENTREPRENEURSHIP 0
Entrepreneurship
Report
Student name

Entrepreneurship 1
Table of Contents
Introduction......................................................................................................................................2
Issues faced by Atlassian.................................................................................................................2
Approaches......................................................................................................................................3
Purpose Interventions......................................................................................................................4
Recommendations............................................................................................................................9
Summary..........................................................................................................................................9
References......................................................................................................................................10

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Introduction
Business processes are requires better strategies to getting better market advantages. Strategic
management is plays a key role in growth of an organization. Many organizational operations are
requires changes behalf on analysis, monitoring and planning. It is beneficial in order to meet the
goals and objectives of organization. Any entrepreneurial venture should have effective a
strategically polices to prevent from the critical changes in the business. It is a process of critical
development of an organization in a particular marketplace.
This report will explain about the issue and solutions of those issues through different
approaches. It will also provide recommendations for the Atlassian. Those recommendations
must followed by the Atlassian for handling the critical challenges of target market.
Atlassian is a software development company in Australia. It has an exponential growth in
revenue as well as growth of the company. In present era, software development companies are
most popular for creating softwares and managements systems for different organization.
Corporate entrepreneurship and innovations are providing a base to resolve different issues of an
organization, such as demand of customers, competition, new vendors in market and many
others. Business processes always require some changes according to the needs of customers
(Brooks, 2013).
Issues faced by Atlassian
Every business is having competition in marketplace from their competitor. In that case,
company adopts new technologies for taking competitive advantages from the market.
Customer's demand is having changes with upcoming technologies. Therefore, Software
Company should have employees that are perfect in that technology (Brown & Ulijn, 2004).
Two major issues faced by Atlassian that are demand of the customers and rapidly changes in
market. There are many technologies are introduced in the market. Therefore, it is so typical to
handle the demands of clients as well as target market (Carree & Thurik, 2010).

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Corporate Entrepreneurship is a process that applied to manage a specific business processes and
products and service to grow profit and value of organization. A tool provides growth through
innovations. Entrepreneurial actions are shows in the processes of business. This tool is
providing help to achieve productivity, growth, innovation level and financial returns. These
things help company in the better competitive values and sustaining in market (Chand, 20118).
It is approach to develop business of an organization and it is opposite to that of what needed to
build a new business. Atlassian is present in the market form last few years with better services
that provide a growth in upcoming future. They are working on mouth marketing that provides a
drastic advantage in the field of software development (Drucker, 2014).
Furthermore, Atlassian is facing rapid changes in customer’s demands and teething competition.
As of now, it works in Australia only. Therefore, it is facing large investment of big
organizations in that field. Atlassian is facing different demands of customers that are related to
data storage, digitalization, cloud commuting, SaaS, data analytics and data privacy and security
(Fillis & Rentschler, 2010).
Approaches
The best approach for the handling these challenges Atlassian should use corporate
entrepreneurship. It is having two parts that are corporate venturing and strategic
entrepreneurship (Hollands, 2008).

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Source: (Covin & Kuratko, 2009)
Internal corporate venturing is providing helps to an industry for making strength of industry for
handling internal issues. External corporate venturing is providing many things to handle
external issues of company, such as competition in market, many others. Strategic
entrepreneurship helps to business processes for getting more revenue and growth with few
changes in the products and services. Therefore, they can change original business processes if
required for more growth. It also helps in reconstruction of business model as per current
requirement of customers.
Business growth is always requiring right strategy for increasing productivity and growth.
According to the customers demand, company should include new features for making them
happy from those services. Atlassian is following the strategic management concepts for growth
of organization and they made changes in their products and service as per the demands of
customers, such as data security and cloud computing.
Purpose Interventions
Atlassian can use different theories of strategic management for handling these critical issues in
front of company. Below diagrams is showing different parts of the corporate entrepreneurship
and innovation (Kazanjian, et al., 2017).
Source: ( Schweiger, 2019)

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Source: (Ortakarpuz, 2017)
Business requires that vendor should take risk for enhancing the growth of company. Sometimes,
it will provide losses but risk taking is necessary for growth of organization. Atlassian also
access new business areas for fulfill the demand of customers. They must involve innovative
innovation in their products and services. It will provide long-term benefits to the Atlassian.
There is always risk in the business as it not a big issue. However, all the organizations follow
the preventions and trying to complete the demands of customers. Sometimes, because of some
game changing innovations are completely change the market. Therefore, companies always
ready for such types of changes in the industry (Kirzner, 2015).
Horizon of Growth:
This model is providing help to fulfill long-term goals. This allows a portfolio approach to
manage all risks that are present in the business in present time. It sets different horizons for
growth of company. These are three horizons for fulfill long-term goals ( Geiger, 2018).
1. Horizon 1: provide incremental innovation on current products and services to the
existing customers of company.

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2. Horizon 2: change in the core business processes for generating some revenue.
3. Horizon 3: invent disruptive innovations for customers as per their needs.
All three horizons are helping in the growth of organization and it is necessary to take few
basic steps to take long-term advantages.
Source: ( Geiger, 2018)
Four Models of corporate entrepreneurship:
There are four types of uncertainty that are faced by the corporations, which are organizational,
resource, technical and market. It is beneficial for growth of corporation. In this model,
innovations are categorized into quadrants, which are based on organizational structure and
financial commitment (Lowe & Marriott, 2012).
Corporate entrepreneurship is helpful for the business processes and it will provide better results
in the future. It reduces many challenges or issues of Atlassian. There are few challenges, which
require fewer efforts in starting.
There are many changes in the processes of organization that are provides growth of the
organization in upcoming future.

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Source: ( Geiger, 2018)
Innovation radar:
It is an academic framework. It provides corporate entrepreneurship concept for understanding
innovation efforts on the twelve different aspects of business. It is also used for assess
opportunity for competitive differentiation.
Source: ( Geiger, 2018)
Inside Out:

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It is a framework, which is focus on implementation and categorizing available tasks to corporate
entrepreneurship. There are different tools for handling the challenges in the industry. Below
diagrams is showing tricks for handling issues through innovations. It provides strengths,
weaknesses and use cases of these various theories and approaches to innovation.
Source: ( Geiger, 2018)
Entrepreneurship and innovation are two key factors that help in order to survive in the
marketplace with the help of innovative innovations and fulfill the demands of customers. It is a
best way to survive in market. Presently, innovations are playing a key role in business and most
of the organizations are having their own research and development cells for innovations. It
effects on their business as well (Kuratko, 2005).
Innovations make a person entrepreneurial in a specific field and it is a way to start their own
business through that innovation with the help of strategic management (Nelson, 2013).
Innovations are providing a skill or way to handle issues of challenges in front of an industry.
There are always new challenges in front of industry. Therefore, they always try to create new
products and services for their customers with the help of innovations (Lundvall, 2010).

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Atlassian should go for sustainable development and create new products and services using
sustainable things, such as sustainable energy and many others. Those things are attracting
customers to invest money in sustainable development (Miles, et al., 2009).
According to (Morris, et al., 2010), corporate entrepreneurship and innovations are providing
helps to handle the challenges or issues of an industry. In addition, Atlassian faces competition
and demand of customer’s issues in their growth. Therefore, they can introduce new products
and services that are based on the needs of customers.
Small businesses are facing more problems as they are not having many customers and they are
facing huge issue that is competition in marketplace. Small businesses are also having low
budget in starting. Therefore, they cannot spend much money in marketing and sales
(Scarborough, 2016).
In software development industry, behavior of host is also affects customers. Atlassian is also
focusing on the mouth publicity as well. Behavior is providing long-term advantages to the host
company. In case of Atlassian, they provide best services to the customers and taking their
feedback and share that feedback with others (Schindehutte, et al., 2008).
Recommendations
Atlassian must follow these recommendations for further growth in market with the help of
corporate entrepreneurship. There are different ways to take competitive advantages from the
strategy management. Software Development Company is completely based on the innovations.
However, innovations are beneficial for every business for enhance productivity and competitive
advantage.
These are the recommendations for Atlassian to enhance their revenue and value in the market.
1. Establish centralized research and development department for different types of
innovations. Most of the innovations are incremental in the field of software
development.
2. Develop strategy management for handling different issues in front of company such as
demand of customers, competitive advantage.

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3. Reduce competition through disruptive and game changing innovations
4. They must follow the new strategies for managing future innovations in the field of
software development industry.
5. Provide better services to their customers at free of cost to enhance business relationship.
6. Manage a standard for getting image or reputation advantage in the market.
7. Work for sustainable development with the help of renewable energy, as vendors and
investors are prefer those companies that are provide help in sustainable development.
8. Enhance internal and external corporate venturing for getting growth and value in the
market in order to revenue from business processes.
9. Develop new products for international market for more growth and value for the
organization.
Summary
In this report, it is summarized that every business is facing challenges through market changes
and demand of customers. This report identified issues of Atlassian in their marketplace. It
provides solutions of those issues through different theories, analysis and frameworks.
It is concluded that challenges are providing a way to remove our weakness. However, they are
reducing revenue, productivity and growth of company, if they are not attended properly. It
provided strategic management theory for handling such types of challenges. Customers are
providing business from thier feedback to other consumers, which is based on services and
products of the company. Company should provide better services for customer’s satisfaction.
Four model of corporate entrepreneurship is providing a drastic growth in the business of an
organization. There are other methods also for handling issues in business, such as horizon
growth, inside out and innovation radar.
Finally, it is concluded that corporate entrepreneurship, innovations are beneficial for growth,
and revenue of organization as well as it provides long-term advantages to the organization.

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References
Geiger, W., 2018. 4 Frameworks for Corporate Innovation. [Online]
Available at: https://medium.com/touchdownvc/4-frameworks-for-corporate-innovation-
c7b0fe5a7d2d
[Accessed 15 February 2019].
Schweiger, C., 2019. (Corporate) Entrepreneurship and Innovation. [Online]
Available at: https://en.fh-wien.ac.at/research/research-areas/corporate-entrepreneurship-and-
innovation/
[Accessed 15 February 2019].
Brooks, C., 2013. Entrepreneurs Answer the Question: 'Why Is Innovation Important'. [Online]
Available at: https://www.businessnewsdaily.com/5167-innovation.html
[Accessed 10 December 2018].
Brown, . T. E. & Ulijn, J., 2004. Innovation, entrepreneurship and culture: the interaction
between technology, progress and economic growth.. 3rd ed. London: Edward Elgar Publishing..
Carree, M. A. & Thurik, A. R., 2010. The impact of entrepreneurship on economic growth.. 1st
ed. New York: In Handbook of entrepreneurship research.
Chand, S., 20118. Entrepreneurship: Characteristics,Importance, Types, and Functions of
Entrepreneurship. [Online]
Available at: http://www.yourarticlelibrary.com/entrepreneur/entrepreneurship-
characteristicsimportance-types-and-functions-of-entrepreneurship/5228
[Accessed 31 October 2018].
Covin, . J. G. & Kuratko, D. F., 2009. The concept of corporate entrepreneurship.
s.l.:Encyclopedia of technology and innovation management.
Drucker, P., 2014. Innovation and entrepreneurship. 1 ed. London: Routledge.