Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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One option in conceptualizing a corporate venture is to encourage marketing and R&D personnel to work together to identify opportunities.

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A corporate venture is a new business or project that is developed and funded by an existing company. A new venture is always focused on developing new and fresh products and services, new market entries, or exploring new technologies. Corporate ventures are often created to explore new growth opportunities or to diversify the company's operations. Corporate ventures can be structured as separate entities or integrated into the parent company's operations.

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