Venture Imperative

by Heidi Mason and Tim Rohner

This text argues that internal venturing must be viewed as a core element of corporate strategy. It provides a model for growing new business in the old business setting, detailing the right way to organize, manage and oversee a corporate venture so that it can flourish.

• Format: Hardcover
• Language: English
• ISBN: 1578513359
• ISBN13: 9781578513352
• Release Date: May 2002
• Publisher: Harvard Business Review Press
• Length: 358 Pages
• Weight: 1.75 lbs.
• Dimensions: 1.3" x 6.1" x 9.8"

Customer Reviews

Could Become a Business "Classic"

Mason and Rohner do indeed provide a "new model for corporate innovation" based on the assumption that if done right, venturing offers several substantial benefits to the mature corporation that, in combination, cannot be obtained elsewhere: "access to exceptional talent, the means to focus on important new opportunities that didn't fit into the established mold and culture, and the ability to experiment with different ways of organizing and operating that were more suitable to the issues at hand and to future growth." In turn, the mature corporation offers a great deal to fledgling start-ups that they couldn't obtain through any other method: "access to rich resources, including deep domain experience and knowledge, technology, established brand, supplier, and customer bases." After years of rigorous research and analysis, Mason and Rohner concluded that "the dual-value propositions for corporate venturing" offer a unique and compelling opportunity for a mutually beneficial codependency, one which "reveals a clear path for success -- a new model for corporate venturing, one that lives up to its potential and is sustainable over time." With precise and eloquence, Mason and Rohner explain HOW.They organize their material within three Parts: Laying the Foundation for Innovation, A Guide for Venturing, and Capturing Strategic Value. Following the Afterword by Gordon Bell (author of High-Tech Ventures: The Guide for Entrepreneurial Success), there are seven especially valuable appendices whose subjects range from "VBO Business Plan Elements" to "Partner Profile Template." The acronym VBO refers to "Venture Business Office" which, as the authors explain in the Preface, is a demilitarized zone" which "connects the big company, the outside venture community, and start-ups. whether they emerge from inside or outside the corporate walls. The VBO is the logical conduit between [and among] these very different yet potentially synergistic worlds." The authors provide in this single volume a comprehensive, cohesive, and cost-effective (four-stage, step-by-step) process by which to derive maximum value from the aforementioned "convergence." Along the way, they include dozens of charts ("Figures"), micro-case studies which illustrate various innovation initiatives, checklists, summaries, "Key Lessons," and (in the appendices) just about everything anyone would need to know about the design, establishment, and development of a VBO. Presumably, many of those who read this brilliant book are involved with organizations (including corporations) which either do not need or cannot afford a VBO worthy of the name. Nonetheless, there is an abundance of information and advice which would be of great value to them. I also highly recommend this book to others now involved in start-ups or not-yet--mature organizations as well as to venture capitalists, management consultants, and other service providers (e.g. bankers, attorneys, and accountants) who can -- and indeed shoul

Solid Blueprint for Corporate Venturing

After leading an internal iniative to bring more innovation into a corporation, I found much of the task in selling your innovative idea depends greatly on convincing the "the suits" that the business plan is sound. The practical experience from the authors provides a solid blueprint for both internal and external innovators to map out their proposed venture to evaluate the likelihood of success. I frequently refer to the numerous examples while evaluating new business deals, both pre and post launch.I also recommend the reader concentrate on the chapter, "Battling Corporate Antibodies". The greatest barrier is often from your own team, the "middle-manager" which will require much more time and effort to emotionally educate than is ever expected. Excellent insight is provided in dealing with the numerous approval stages and cultural hurdles that a new venture proposal must overcome within a corporation to survive beyond just an idea.I do recommend this book for those brave innovators within a corporation and the bravest, those outside the safe womb of a corporation seeking to build a new idea into a business.

Provides roadmap for corporate venturing

I really enjoyed The Venture Imperative. The authors provide a good framework for corporate venturing right down to a "how to" roadmap for applying their concepts. Additionally, they've developed a useful vocabulary for in house venturing. There are plenty of real world case studies that really add to the material. I've known Heidi Mason and have found her work on venturing to be very relevant to major corporations. This books brings corporate venturing into the mainstream.

helpful and interesting read

I found this book to be full of interesting ideas; it also had helpful tools and great case examples. I especially like 'fear of venturing' section where Mason and Rohner address the misconceptions associated with corporate venturing - I am going to photocopy that chapter and give it to my CEO! I recommend the book for both seasoned corporate venturers are well as those who are new to the game. Anyone who uses venturing to achieve corporate growth goals, or wants to, will find this a good read.

Highly Recommended

A detailed, practical new book of what corporations must do to implement successful corporate venturing programs. An excellent companion piece to Watts' "The Slingshot Syndrome" which appeared late last year on the same subject, but treated the subject from a different perspective. Both books are highly recommended.