In-sourcing disruptive brands as a corporate entrepreneurship strategy

This paper highlights the infrequently discussed role of the entrepreneur as founder of disruptive brands creating new categories often in stealth-like manner. A corporate entrepreneurial response being pursued by Fortune 100 corporations’ renown for their branding prowess is posited in the paper called strategic brand venturing. Strategic brand venturing is a boundary-spanning activity whereby large firms access disruptive brands and entrepreneurial marketing know-how through equity investments in entrepreneurial brands. Comparisons are made between technology venturing and brand venturing and a conceptual model is proposed to assist in further research and practice of this inter-organizational strategy. The model borrows from prior venture capital and corporate venture capital models but caters for the exigencies of brands and entrepreneur founders. The version proposed also acknowledges the role of antecedents and the role of influential exogenous communities such as consumers and retailers. The paper concludes with suggestions for future research.