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Prize winner
Case
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Reference no. SCG-510
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2015
Version: January 12, 2015
Length: 23 pages
Data source: Field research
Topics: Corporate entrepreneurship; Open innovation; Employee empowerment; High technology; Lean start-up methodologies
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Abstract

The world leader in software for creating and editing media identifies some gaps in its ability to create new kinds of software and appeal to emerging market segments. The company taps into the expertise of an experienced entrepreneur and ‘intrapreneur’ who creates a system to mobilize employees at the grassroots level and generate hundreds of new concepts experiments each year utilizing lean start up techniques. The case describes the anatomy of the new program in detail and asks how the company might adapt the program to spur even more growth.

Time period

The events covered by this case took place in 2014.

Geographical setting

Region:
Americas
Country:
United States
Locations:
San Jose; California

Featured company

Adobe Systems
Employees:
10000+
Industry:
Software; Media

Featured protagonists

  • Mark Randall (male), Vice President for Creativity
  • David Wadhwani (male), Head of the Digital Media Business Unit
Teaching note
-
Reference no. SCG-810
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2015
Version: February 16, 2016
Length: 8 pages
Data source: Field research
View full details
Case
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Reference no. SCG-585
Simplified Chinese language
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2021
Version: March 25, 2021
Length: 21 pages
Data source: Field research
Topics: Corporate entrepreneurship; Open innovation; Employee empowerment; High technology; Lean start-up methodologies
View full details
Case
-
Reference no. SCG-595
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2023
Version: April 13, 2023
Length: 35 pages
Data source: Field research
Topics: Entrepreneurship - incubators; Entrepreneurs and founders; Start-ups; Organizational values; Innovation-experimentation; Change agents; Culture; Technological innovation; Scaling entrepreneurial ventures; Open innovation; Collaboration and teams; Work environments; Managing creativity
Tags: UN Sustainable Development Goals (UN SDGs): Goal 8: Decent work and economic growth; Goal 9: Industry, innovation and infrastructure; Goal 17: Partnerships for the goals
View full details

About

Abstract

The world leader in software for creating and editing media identifies some gaps in its ability to create new kinds of software and appeal to emerging market segments. The company taps into the expertise of an experienced entrepreneur and ‘intrapreneur’ who creates a system to mobilize employees at the grassroots level and generate hundreds of new concepts experiments each year utilizing lean start up techniques. The case describes the anatomy of the new program in detail and asks how the company might adapt the program to spur even more growth.

Settings

Time period

The events covered by this case took place in 2014.

Geographical setting

Region:
Americas
Country:
United States
Locations:
San Jose; California

Featured company

Adobe Systems
Employees:
10000+
Industry:
Software; Media

Featured protagonists

  • Mark Randall (male), Vice President for Creativity
  • David Wadhwani (male), Head of the Digital Media Business Unit

Related

Teaching note
-
Reference no. SCG-810
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2015
Version: February 16, 2016
Length: 8 pages
Data source: Field research
View full details
Case
-
Reference no. SCG-585
Simplified Chinese language
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2021
Version: March 25, 2021
Length: 21 pages
Data source: Field research
Topics: Corporate entrepreneurship; Open innovation; Employee empowerment; High technology; Lean start-up methodologies
View full details
Case
-
Reference no. SCG-595
Subject category: Entrepreneurship
Authors: Jeremy Dann (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2023
Version: April 13, 2023
Length: 35 pages
Data source: Field research
Topics: Entrepreneurship - incubators; Entrepreneurs and founders; Start-ups; Organizational values; Innovation-experimentation; Change agents; Culture; Technological innovation; Scaling entrepreneurial ventures; Open innovation; Collaboration and teams; Work environments; Managing creativity
Tags: UN Sustainable Development Goals (UN SDGs): Goal 8: Decent work and economic growth; Goal 9: Industry, innovation and infrastructure; Goal 17: Partnerships for the goals
View full details
Awards, prizes & competitions
Extra information