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Managing Corporate Culture, Innovation, and Intrapreneurship [Hardcover]

Howard W. Oden
3.5 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

June 30, 1997 1567200478 978-1567200478

To succeed in the global marketplace for new goods and services, American corporations must learn how to innovate and develop new businesses better and faster than their competition. To do this requires a special culture—one that is much different from the traditional culture of American business. Oden's unique book looks for the first time at the relationships among these elements—innovation, intrapreneurship, and corporate culture—and points out how these three elements can be integrated to achieve the maximum advantage in global competition. A concise but comprehensive, readable text and resource for corporate management, professionals involved in product development, and teachers and students with special interest in organizational development, innovation, and intrapreneurship.

Oden first looks at the actions that corporations must take to create a culture that is conducive to the venturing process. He makes clear that corporations must have not only a culture that supports innovation and intrapreneurship, but an organization and work force that can adapt quickly to exigencies. Also required is a well-structured venturing process. He describes this process in the second part of the book, breaking it down into three phases: concept development, technical development, and business development. Concept development is concerned only with product ideaS≪/i>, while hardware and software are developed in the technical phase. Business development concludes the process by assuring that the product succeeds in the marketplace. Written in a practical, non-technical style, Oden's book will prove to be a hands-on, action-oriented manual for improving the corporate venturing process and its output.

Frequently Bought Together

Managing Corporate Culture, Innovation, and Intrapreneurship + Intrapreneuring in Action: A Handbook for Business Innovation + Intrapreneurship: Managing  Ideas Within Your Organization (Ontario Legal Directory)
Price for all three: $149.97

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Editorial Reviews


?In this broad overview of operating an organization, Oden seems to tackle every conceivable management issue. The book's major focus is on fostering innovation and helping intrapreneurs develop their skills in the complex process of bringing a product to the marketplace. Topics covered by Oden include the corporate innovative process, the value of mission statements, developing strategic tools such as SWOT (strengths, weaknesses, opportunities, and threats), product and process design, and launching new products. This publication has much advice and caution for anyone trying to mass produce products and ideas. The truth is, even McDonald's is having a difficult time managing its corporate culture; so innovators might be wise to read some of Oden's ideas, which have been crafted from many years of experience as a product manager. The book covers such a broad range of products that everyone can find something of interest. A good acquisition for undergraduate, graduate, and professional library collections.?-Choice

Book Description

This work identifies three essential elements for corporate success in the competitive global marketplace—culture, innovation, and intrapreneurship—and describes ways in which companies can encourage and develop them.

Product Details

  • Hardcover: 296 pages
  • Publisher: Praeger (June 30, 1997)
  • Language: English
  • ISBN-10: 1567200478
  • ISBN-13: 978-1567200478
  • Product Dimensions: 6.6 x 9.6 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,190,579 in Books (See Top 100 in Books)

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7 of 7 people found the following review helpful
5.0 out of 5 stars A wealth of informative thinking. March 8, 1999
By A Customer
Oden details processes for integrating culture, innovation, and intrapreneurship for competitive success. The book describes how strategic planning, cultural planning, organizational change, and process reengineering must be done in parallel to achieve an innovative culture. The author proposes using a venture team to integrate the corporate innovation process and a six stage new product or business development process the team follows. Just to mention two topics covered, there is an excellent discussion about idea generation and a profile of human resources practices in an innovative organization. This work offers a wealth of informative thinking presented in a clear framework. Excellent.
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1 of 1 people found the following review helpful
2.0 out of 5 stars Focus in process management April 1, 2013
By Jose
Format:Hardcover|Verified Purchase
It talks very little about intrapreneurship. I thought that it will be more focus in innovation and culture, but it is focus in process management.
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