A Case Analysis on Managerial Integration of Technology and Marketability of Intrapreneurship:

With a Focus on Functions of the “Division R&D”

Abstract

This paper illustrates a case on managerial integration of technology and marketability in the process of intrapreneurship−in other words, internal corporate venturing. While many researchers have discussed how critical the integration of technology and marketability has been, few have focused on what kind of specific organization could be the liaison between technology and marketability and how. This paper analyzes how the “division (-level) R&D,” formed in a business division, functions in the process of intrapreneurship and manages the process between corporate R&D and a manufacturing department, by focusing on the case of Sanyoʼs one-segment broadcasting receivers installed in mobile phones.