CHAPTER 7

MANAGING GROWTH AND TRANSITION

Timmons Model of Entrepreneurship
• This model identified the internal and external factors that determine the
growth of business.
• According to Timmons, success in creating a new venture is driven by a
few central themes that dominate the dynamic entrepreneurial process:
• It takes opportunity,
• A lead entrepreneur and an entrepreneurial team,
• Creativity,
• Being careful with money, and an integrated, holistic, sustainable and
balanced approach to the challenges ahead
• According to the model, for an entrepreneur to create a successful venture,
they must balance three key components
1. Opportunities
2. Teams
• The two major roles of the team
1. Removing the ambiguity and uncertainty of the opportunity by applying
creativity (inventiveness).
2. Providing leadership to manage the available resources in the most
effective manner by interacting with exogenous (external) forces and the
capital market context that keeps changing constantly
3. Resources
New Venture Expansion Strategies
 All successful small business startups eventually face the issue of handling
business expansion or growth
 Business expansion is a stage of a company's life that is troubled with both
opportunities and perils
• Growth causes a variety of changes, all of which present different
managerial, legal, and financial challenges.
• Growth means that new employees will be hired who will be looking to
the top management of the company for leadership
• Growth means that the company's management will become less and less
centralized, and this may raise the levels of internal politics,
protectionism, and disagreement over what goals and projects the
company should pursue.
• Growth means that market share will expand, calling for new strategies
for dealing with larger competitors
• Growth also means that additional capital will be required, creating new
responsibilities to shareholders, investors, and institutional lenders.
• Growth brings with it a variety of changes in the company's structure,
needs, and objectives.
The Ansoff Matrix – Growth Strategy
• Igor Ansoff created four generic growth strategies
1. Market penetration / consumption – the firm seeks to achieve growth
with existing products in their current market segments, aiming to
increase market share.
 This is a low risk strategy because of the high experience of the
entrepreneur with the product and market.
2. Market development – the firm seeks growth by pushing its existing
products into new market segments.
 Market development has medium to high risk
3. Product development – the firm develops new products targeted to its
existing market segments.
This alternative growth strategy is characterized by medium to high risk due
to
 lack of experience about the new product.
4. Diversification – the firm grows by developing new products for new
markets.
 This is high risk option as entrepreneurs do not have experience about the
product and the market.
Ansoff’s Matrix
Selecting a Product-Market Growth Strategy
1. Market penetration / consumption
• Market penetration and consumption covers products that are existent in
an existing market with out necessarily changing the product or the
outlook of the product.
• This will be possible through the use of promotional methods, putting
various pricing policies that may attract more customers, or one can make
the distribution more extensive.
• The risk involved is usually the least since the products are already
familiar to the consumers and so is the established market.
2. Market development
The business sells its existing products to new markets through further
market segmentation to aid in identifying a new clientele base
This strategy assumes that the existing markets have been fully exploited
thus the need to venture into new markets.
There are various approaches to this strategy, which include: new
geographical markets, new distribution channels, new product packaging,
and different pricing policies
3. Product development
 A new product is introduced into existing markets.
 Product development can be from the introduction of a new product in an
existing market or it can involve the modification of an existing product.
 By modifying the product one could change its outlook or presentation,
increase the product’s performance or quality.
 By doing so, it can be more appealing to the existing market
4. Diversification
 This growth strategy involves an organization marketing or selling new
products to new markets at the same time.
 It is the most risky strategy as it involves two unknowns:
1. New products are being created and the business does not know the
development problems that may occur in the process.
2. There is also the fact that there is a new market being targeted, which
will bring the problem of having unknown characteristics.
Business Ethics and Social Responsibility
 Three Approaches to Corporate Responsibility
According to the traditional view of the corporation, it exists primarily to
make profits supported by stockholder theory.
This money-centered perspective, insofar as business ethics are important,
they apply to moral dilemmas arising as the struggle for profit proceeds.
 There are three theoretical approaches
1. Corporate social responsibility (CSR)
2. The triple bottom line
3. Stakeholder theory
 Corporate Social Responsibility (CSR)

• Corporate social responsibility has two meanings.

• First, it’s a general name for any theory of the corporation that
emphasizes both the responsibility to make money and the responsibility
to interact ethically with the surrounding community.
• Second, corporate social responsibility is also a specific conception of that
responsibility to profit while playing a role in broader questions of
community welfare.
• CRS is a philosophy in which the company’s expected actions include not
only producing a reliable product, charging a fair price with fair profit
margins, and paying a fair wage to employees, but also caring for the
environment and acting on other social concerns.
 • Corpo
rate soc
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The Triple Bottom Line
• Is a form of corporate social responsibility dictating that corporate leaders
formulate bottom-line results not only in economic terms (costs versus
revenue) but also in terms of company effects in the social realm, and with
respect to the environment.
 Economic sustainability values long-term financial solidity over more volatile,
short-term profits, no matter how high.
Corporations have a responsibility to create business plans allowing stable
and prolonged action

• Social sustainability values balance in people’s lives and the way we live
• As the imbalances grow, as the rich get richer and the poor get both poorer
and more numerous, the chances that society itself will collapse in anger
and revolution increase.
• The fair trade movement fits this ethical imperative to shared
opportunity and wealth
• Finally, social sustainability requires that corporations as citizens in a
specific community of people maintain a healthy relationship with those
people. Corporations should not affect the health of community negatively
• Environmental sustainability begins from the affirmation that natural
resources—especially the oil fueling engines, the clean air we breathe, and
the water we drink—are limited.
• If those things deteriorate significantly, our children won’t be able to
enjoy the same quality of life most of us experience.
• Conservation of resources, therefore, becomes tremendously important, as
does the development of new sources of energy that may substitute those
we’re currently using.
Stakeholder Theory

 Stakeholder theory, which has been described by Edward Freeman and

others, is the mirror image of corporate social responsibility.
• Instead of starting with a business and looking out into the world to see
what ethical obligations are there, stakeholder theory starts in the world.
• It lists and describes those individuals and groups who will be affected by
(or affect) the company’s actions and asks.
 What are their legitimate claims on the business?”
 “What rights do they have with respect to the company’s actions?”
 “What kind of responsibilities and obligations can they justifiably impose on a
particular business
• stakeholder theory affirms that those whose lives are touched by a
corporation hold a right and obligation to participate in directing it.
Business Ethics Principles
 There are certain universal ethical principles that managers of enterprises
must adhere to.
 Ethical values, translated into active language establishing standards or
rules describing the kind of behavior an ethical person should and should
not engage in, are ethical principles.
Characteristics and values that most people associate with
ethical behavior.

Honesty
Integrity
ee p in g & Tr us tw orthiness
Promise-K
Loyalty
Fairness
ers
Concern for Oth
rs
Respect for Othe
Law Abiding
it me n t to E x ce ll ence
Comm
Leadership.
Morale
Reputation and
Accountability