Cases on Corporate Entrepreneurship in North America

Marlene M. Reed-Hislop, Leslie E. Palich, Patricia M. Norman (Herausgeber)

Buch | Hardcover

162 Seiten

2025
Edward Elgar Publishing Ltd (Verlag)
978-1-80392-922-4 (ISBN)

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This timely book analyzes cases of organizations in North America that have been identified as having been innovative in their operational strategies. From the introduction of electric cars and the launch of rockets into space, to T.I.A.A.’s proposed opening of the customer list to for-profits for the first time in its history, this book presents a wide range of entrepreneurial strategies employed by corporations. The book highlights that, despite facing significant roadblocks, these corporations have been pioneering in changing the way consumers live.

Key Features:

Provides a broad selection of cases
Features contributions from leading scholars
Includes teaching notes for each case to structure scholarly learning

Cases on Corporate Entrepreneurship in North America is a vital read for educators, academics and students of business, entrepreneurship, strategy and corporate governance. Business professionals will also benefit from the book’s practical application.

Edited by Marlene M. Reed-Hislop, Professor of Entrepreneurship, Leslie E. Palich, W.A. Mays Professor of Entrepreneurship and Patricia M. Norman, Professor of Entrepreneurship, Department of Entrepreneurship and Corporate Innovation, Baylor University, USA

Contents
Preface x
PART I PRODUCT INNOVATION
1 Nike: is the swoosh losing its foothold? 2
Rochelle R. Brunson
2 Tesla’s innovative autopilot and the NHTSA 11
Marlene M. Reed-Hislop
3 Cirque du Soleil: Product Innovation and Financial
Contagion 20
Leslie E. Palich and Marlene M. Reed-Hislop
4 SpaceX: occupy Boca Chica then Mars? 37
Marlene M. Reed-Hislop
PART II MARKETING INNOVATION
5 TIAA: breaking new ground 48
Eric Swann and Travis Hardwick
6 Peloton exercise bike: sliding off the road? 57
Marlene M. Reed-Hislop
7 Ralph can a high-fashion brand succeed against
intense competition? 63
Rochelle R. Brunson
PART III BUSINESS MODEL INNOVATION
8 Amazon’s drive for competitive dominance puts
Trader Joe’s in the crosshairs 73
Leslie E. Palich and Marlene M. Reed-Hislop
9 Shopify: the anti-Amazon OR Amazon Partner? 87
Patricia M. Norman
10 Choosing to grow during an economic downturn: the
story of TCC multi-family interiors 99
Lee Grumbles and Travis Hardwick
PART IV TECHNOLOGY INNOVATION
11 A significant product development problem at Yahoo! 115
Leslie E. Palich and Patricia M. Norman
12 Magic leap: envisioning the next generation 129
Marlene M. Reed-Hislop, Rochelle R. Brunson,
and Zhao Hui Li Sell
13 Southwest Airlines: innovating a commercial airline 141
Marlene M. Reed-Hislop

Erscheinungsdatum	13.11.2025
Reihe/Serie	Elgar Cases in Entrepreneurship
Verlagsort	Cheltenham
Sprache	englisch
Maße	138 x 216 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Finanzierung
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-80392-922-7 / 1803929227
ISBN-13	978-1-80392-922-4 / 9781803929224
Zustand	Neuware