Costa Coffee

Project Marlow enabled Costa Enterprises to develop a next-generation coffee machine quickly and effectively. Based on this success, the Chief Executive of the Whitbread Group has asked you to prepare a report on the effectiveness of different forms of corporate entrepreneurship.

Drawing on the Costa Coffee case (parts A & B), your report should explain why firms undertake corporate entrepreneurship and evaluate the advantages and disadvantages of different types of corporate entrepreneurship.1 To address these issues, your report should make detailed reference to the entrepreneurial, cognitive, and/or learning schools of strategy.

Use table and charts to support!
Require at least 5 references!

Outline:

Executive Summary (100 words)
Intro: define and explain what is corporate entrepreneurship (200-300 words)
Main sections:
Explain why firms undertake corporate entrepreneurship (500 words)
Advantages and disadvantages of corporate entrepreneurship (1500-1800 words)
Advs and Disadvs of Corporate venturing (Costa)
Advs and Disadvs of Strategic entrepreneurship (generic)

Conclusion (200-300 words)
To address these issues, your report should make detailed reference to the entrepreneurial, cognitive, and/or learning schools of strategy.

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