Corporate venturing: the origins of Unilever's pregnancy test

Large established corporations face many challenges to develop and sustain dynamic capabilities in innovation and the creation of new businesses because of constraints arising from technological and resource lock-ins, and routine and cultural rigidities. From the 1960s large corporations became increasingly aware of such problems. Heavy research spending was not translated into successful new business creation. The formation of autonomous entrepreneurial units within large corporations was one response. The origins of Unilever's home pregnancy test, Clearblue, which was launched in 1985, is used as a case study to examine the viability of one version of this strategy. Unilever was able to translate its extensive knowledge base in immunology into a successful branded product in medical diagnostics by creating a separate corporate entity, Unipath, with a distinctive culture, shielded from the mainstream Unilever organisation, yet able to draw on corporate capabilities in marketing, and financial resources. Yet the very distinctiveness of Unipath orphaned it within Unilever, and the business was divested in 2001.     

Climate Change and Reorganizing Land Use: Flood Control Areas as a Network Effect

Although climate change appears to be a relatively new public issue, it has not emerged onto a tabula rasa; it affects ‘traditional’ policy sectors. How, then, does this ‘new issue’ interact with established organizational processes, and how is climate change ‘operationalized’ in local practice? Since major events linked to climate change include such things as desertification, climatic migrations, floods and landslides, one might assume that one of its main implications would be a substantial change in land use, or at least a transformation in land organization and management. This article explores the implementation of a ‘flood control area’ as an adaptation practice in the face of climate change. What theoretical and empirical tools should analysis adopt to account for the multiple actors, types of knowledge, artefacts, socio‐technical systems and governance configurations engaged in developing such practices? In other words, to what extent does climate change become a reorganizing category? This article adopts a theoretical approach inspired by actor‐network theory and considers adaptation practice not as a standardized top‐down solution, but as the result of specific local connections among actors, materials and discourses. The analysis suggests that climate change is indeed a reorganizing category, but one that depends on the specific local materializations of the adaptation measure.     

OEM buying process for new components: Purchasing and marketing implications

This article identifies the buying process for a new component. In-depth case studies were conducted at a wide range of potential customers. The buying process was mapped or flow charted in each organization. A general model of component buying was developed.