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Organizing for Success in Internal Corporate Venturing: An Inductive Case Study of a Multinational Consumer Goods Company

This study explores internal corporate venturing programs at two sites of a multinational consumer goods company that differ significantly in their venturing success. Using inductive methodology, it first identifies critical factors of corporate venturing success and then, using both cross-case variance and within-case process-tracing techniques, it establishes linkages between these factors and organizational features of corporate venturing programs. The results of the study suggest that internal corporate venturing based on a structured, company-wide program characterized by broad involvement of managers from key functional divisions is preferable to a single-sponsor venturing program, even if sponsors have vast authority in the company. The study identifies a number of organizational elements that facilitate success of internal corporate venturing and provides practical recommendations for managers.