Exploring determinants of success in corporate ventures

Previous work (Biggadike 1979) has shown that corporate ventures (CVs) typically realize their first profits as eight-year-old “adolescents.” Eightyfour such CVs drawn from the PIMS database were explored to search for strong predictors of financial performance. This analysis resulted in several findings that corporate level managers (i.e., managers of portfolios of business) can act upon to influence CV performance, as well as numerous other findings that lower level managers can use to strategically position their operations better. Some of these findings are either contrary to those reported elsewhere in other studies of CVs or contrary to results of more mature businesses. These conflicting findings should be of particular interest to the growing number of academicans studying CV management.Corporate level managers are responsible for selecting the markets in which they will fund the development of new CVs, and maintaining a corporate environment conducive to the support of the CVs as they develop. Results of this research indicate that in selecting markets to enter, corporate managers should look for situations in which high market growth can potentially reduce the effect of competitive pressures; in which they are likely to realize a technology-based advantage: and in which they can stand up to international competition. An in-house environment stressing a hands off attitude on the part of corporate level managers appears most appropriate.Business level managers directly involved with the operation of the adolescent business can improve their CVs chances of success through good strategic positioning. By aggressively maintaining a high market share after an early entry into a broadly defined market, they can expect to move more quickly down their learning curves and beyond their break-even points. Given the choice of one or the other, a product that stresses quality over price is more likely to produce higher profits, although customers are obviously able to shop for value by considering both price and quality. Finally, any of the adolescent business' resources devoted to vertical integration should emphasize downstream rather than upstream development.Where the supporting results differ from those results expected and/or reported elsewhere, such differences are described and possible explanations offered. Before turning to the results, we need to describe this work's position within a broader context of developing literature on corporate ventures.