Intrapreneurship and Corporate Venturing in the Media Business: A Theoretical Framework and Examples from the German Publishing Industry

Entrepreneurship has been commonly associated with new businesses that are set up outside existing companies. However, many new ventures in the media business are set up in close relation to existing companies. This article explores why and how entrepreneurial activities take place in established media companies. The theoretical analysis and two examples show that it is essential to balance leeway and integration in order to create successful corporate ventures.