Peter Thomond
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View article: Marketing buzz: towards a framework for entrepreneurs
Marketing buzz: towards a framework for entrepreneurs Open
Word of mouth marketing, viral marketing, guerilla marketing are terms becoming popular in the marketing literature as marketing and promotional methods to increase the likelihood of a venture being successful in the marketplace. However, …
View article: Exploring how resource allocation routines inhibit the pursuit of disruptive innovations as a route to corporate entrepreneurship
Exploring how resource allocation routines inhibit the pursuit of disruptive innovations as a route to corporate entrepreneurship Open
Given the corporate pursuit of discontinuous and breakthrough change, we work to deconstruct and shed understanding on managers' failure to formally allocate resources to entrepreneurial activities that seek to deliver disruptive innovatio…
View article: Does virtual prototyping kill the potential for disruptive innovation?
Does virtual prototyping kill the potential for disruptive innovation? Open
A critical element of a corporate entrepreneur's opportunity evaluation process will involve the attempt to understand customer requirements in order to calculate commercial demand. Traditional opportunity evaluation processes are less eff…