INTRAPRENEURSHIP - A LOOPHOLE TO GET OUT OF CORPORATE CIRCLES?

Karolin Hewelt!Partner & Director Agenda/PR!

karolin.hewelt@rckt.com !@K_Welten

Corporate Startup Summit!

FFM, 7. Juli 2015

INTRAPRENEURSHIP IS A LOOPHOLE FOR OLD ECOMOMIES TO DEAL WITH TODAY´S

CHALLENGES.

1. LOOPHOLE FOR INNOVATION!

„Intrapreneurs create innovation without being asked, expected, or perhaps even given permission by higher

management to do so.“ - Sharma/Chrisman!

2. LOOPHOLE FOR DIGITALIZATION!

Through Intrapreneurship corporates can catch up with the digital age. Digitalization has an inherent pace of development,

acceleration and change that is more or less incompatible with the processes in the corporate world.

Intrapreneurship enables the old economy to build digital

distribution channels, smart technologies, and new digital business models independently, detached from corporate structures and

beyond the core business.

3. LOOPHOLE FOR SOCIAL RESPONSIBILITY!

In a CSR approach, social goals are added to the corporate objectives at different levels. For Corporate Social

Entrepreneurship social goals are the primary objective and so top priority. !

So CSR can be seen as a hygiene factor. Whereas Corporate

Social Entrepreneurship aims to improve products and achieve social business models that make a real difference.

4. LOOPHOLE FOR COMMUNICATION

Corporate Ventures can of course engage customers, motivate employees and interact with their stakeholders differently to traditional corporates: they are more direct, in realtime and

ubiquitous. !

However, communication can have a much bigger impact for corporations. They can tell a entirely new story. A story about

their innovative, digital, and social achievements and the impact on progress, society and environment through Intrapreneurship.

They just have to leverage that story.

INTRAPRENEURSHIP AND BACK...

The most challenging task for corporates after facing Intrapreneurship is to then transfer innovations, digital

achievements and social goals back into the coporate framework and embed them in the corporate culture.!

THIS IS RCKT.

INTRAPRENEURS OURSELVES.

Since spinning-off the agency in February 2015 we are

experiencing, exploring, and leveraging our intrapreneurial existence. We have escaped the corporate system and

structures, expanded our business model, opened up new markets with external clients, and created new services and

products. We have established a creative working atmosphere and culture, and tell people a different story.

THIS IS RCKT.

TRANSFORMING BRANDS THROUGH DIGITAL CHANGE.

Our core mission: accelerating digital transformation and building up communities with ongoing engagement. RCKT embodies communication in the fast-moving digital world.

We create brands with compelling content to digitally reshape your business.

A B C

Agenda Consumer & Product PR, 

Corporate Communications, Crisis Communications

Branding Brand Development,

Brand Execution & Storytelling, Advertisement

Content Corporate Publishing, Social Media, Blogs & Magazines, Websites

A B C

THE ABC OF COMMUNICATIONS

WHAT WE`VE LEARNED SO FAR.

PUSH AHEAD.

GET INVOLVED.

LEARN AND TEACH.

CREATE NETWORKS.

EXPLORE NEW AREAS.

LEAVE YOUR COMFORT ZONE.

THIS IS RCKT.

WE CREATE SPACE FOR GROWTH.

We create brands that can be experienced by everyone.

We redefine positioning and organization for tomorrow’s market.

Our interdisciplinary team accompanies the whole process: we begin with strategic orientation, move through the idea finding process, work at their implementation, and follow through with

performance measurement.

THNKS. Karolin Hewelt!

Partner & Director Agenda/PR!karolin.hewelt@rckt.com !

@K_Welten

Corporate Startup Summit!FFM, 7. Juli 2015