Start-up companies go through various stages of development on their way to
success. This thesis examines the communication of vision in entrepreneurial
companies, a process, which is necessary and commonly encountered by organizations that have already been in business for a few years.
The communication of vision, and thus entrepreneurial spirit, is crucial for young companies because it typically constitutes the foundation of their current and also future success.
This thesis will draw upon data gathered in an entrepreneurial company, which is at a point where it has to hire new employees and communicate its vision to them. A theory on the communication of vision will be created based on the examination of the primary research data collected at this company.
Table of Contents
1 Introduction
1.1 Problem Statement
1.2 Objective
1.3 Procedural Method
2 Literature Review
2.1 Definitions
2.1.1 Entrepreneurship
2.1.2 An Organizational Approach
2.2 Vision
2.2.1 Core ideology
2.2.1.1 Core Values
2.2.1.2 Core Purpose
2.2.2 Envisioned Future
2.2.3 A Few Important Points
2.3 Company Development and the Process of New Entry
2.3.1 Autonomy
2.3.2 Innovativeness
2.3.3 Risk Taking
2.3.4 Proactiveness
2.3.5 Competitive Aggressiveness
2.4 Independence and Connection of the Five Dimensions
2.5 The Effect of Entrepreneurial Orientation on Business Performance
3 Research Question and Case Study Approach
3.1 Research Question
3.2 Case Study Research Approach
4 Empirical Research
4.1 The Case of Global Thermostat
4.2 The Case Study
4.3 Vision Communication
Research Objectives and Themes
This thesis investigates how entrepreneurial spirit and business vision are preserved and communicated in rapidly growing start-up companies. It specifically examines the challenges of maintaining an innovative culture while ensuring that new employees align with the company's core values and long-term objectives.
- Theoretical analysis of entrepreneurial orientation and vision frameworks.
- Examination of the communication processes in an active technology start-up.
- Assessment of how leadership conveys vision to employees at different hierarchical levels.
- Evaluation of the effectiveness of diverse vision-sharing methods, from formal documents to leading by example.
Excerpt from the Book
2.2.1 Core ideology
Core ideology is the long-term component of vision. It is the consistent identity, the enduring character of an organization. It transcends products or market life cycles and individual leaders. It can be argued that the longest lasting and most significant contribution of those who build visionary companies is core ideology (Collins and Porras, 1996 p 66). Individuals who built great companies, such as David Packard (Hewlett Packard), Masaru Ibuka (Sony), or George Merck (Merck) understood that it is more important to know who you are than where you are going, for where you are going will change as the world around you changes (Collins and Porras, 1996 p 66). Therefore core ideology can be seen as the “glue” that holds a company together as it grows, decentralizes, diversifies and ages. Any effective vision must embody the core ideology of the organization, which in turn consists of two variables – core values, a system of guiding principles and core purpose, the organization’s most fundamental raison d’être (Collins and Porras, 1996 p 66).
Chapter Summary
1 Introduction: Defines the research problem regarding the preservation of entrepreneurial spirit in scaling start-ups and outlines the objectives and methods of the study.
2 Literature Review: Provides a comprehensive academic background on entrepreneurship, business vision, and the five dimensions of entrepreneurial orientation.
3 Research Question and Case Study Approach: Details the qualitative research design and explains why a case study is appropriate for examining organizational behavior and vision communication.
4 Empirical Research: Presents the case study of Global Thermostat, detailing findings from employee interviews regarding vision and its communication within the company.
Keywords
Entrepreneurship, Vision Communication, Entrepreneurial Orientation, Start-up Companies, Core Ideology, Organizational Culture, Innovation, Business Strategy, Global Thermostat, Employee Motivation, Leadership, Corporate Vision, Risk Taking, Proactiveness, Competitive Aggressiveness
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis explores how entrepreneurial start-ups can effectively maintain and communicate their core vision and entrepreneurial spirit to employees as they grow and scale.
What are the central thematic fields explored in the research?
The work covers literature on entrepreneurial orientation, organizational development, the components of a business vision (core ideology and envisioned future), and empirical insights into vision communication.
What is the primary research goal?
The goal is to determine if and how business vision is conveyed to newly hired employees and to develop a theory on how vision communication works in entrepreneurial organizations.
Which methodology is applied in the empirical part?
A qualitative case study approach is used, relying on interviews with employees and executives at the technology start-up "Global Thermostat".
What is covered in the main part of the thesis?
The main part includes a literature review of definitions of entrepreneurship, vision, and entrepreneurial orientation, followed by an in-depth empirical investigation of a specific company’s approach to vision.
Which key concepts characterize the work?
Key concepts include "core ideology", "BHAG" (Big Hairy Audacious Goal), "entrepreneurial orientation", and "vision communication".
How does Global Thermostat approach vision communication?
The interviews reveal that Global Thermostat relies on a mix of methods, including formal presentations, leadership by example, and allowing employees to experience the vision through hands-on work at the company's facilities.
Does the author conclude that vision can be taught to new employees?
The research suggests that while it depends on the industry, a strong company culture can effectively convey its vision, especially when it aligns with societal importance, such as climate change solutions.
Why is "Global Thermostat" an interesting case for this study?
It is an innovative technology start-up engaged in carbon capture, which allows the author to study a company with a high-impact mission and evolving vision in a dynamic market.
- Quote paper
- Markus Hoffmann (Author), 2013, Vision and Vision Communciation in Entrepreneurial Companies, Munich, GRIN Verlag, https://www.grin.com/document/264536
