The Corporate Venturing Promotion Organization and the Promoter of it
Companies are faced with the need to actively promote innovation activities for the survival and growth of their aim, to expand into new business areas. As a method for successful innovation activities, corporate venturing (hereinafter CV) is one of useful technique for aiming to business growth business to survive.
This paper analyzes the promotion organization of CV from the perspectives of investment style.
When viewed from investment style, they are classified into ‘the investment in external corporate venturing’ and ‘the investment in internal corporate venturing’, which is further categorized into (1) the organization that emphasizes developing new projects by utilizing business ideas emerging from its bottom members (i.e., bottom-up style) and (2) the organization that focuses on creating the central pillar of its future business by using the initiatives of managing members (i.e., top-down style).
The paper clarifies the promoter image classified by the types of the above bottom-up style and top-down style. Further, by comparing the promoter image of the CV promotion organization with the manager image of a conventional type organization, the paper clarifies the differences between them, exploring the necessary elements for the promoter appointment in the future CV promotion organization.