1. Università Politecnica delle Marche
Facoltà di Economia “Giorgio Fua”
CORPORATE ENTREPRENEURSHIP
AND STRATEGY : CASE STUDY ON
DIASEN L.T.D.

2. Content
 Why it is important to study Corporate Entrepreneurship
 The concept of Corporate Entrepreneurship
 Definition
 The Need
 The Process
 Case study : Diasen
 Does CE affect firm innovation and competitiveness?
 What we learnt
 Conclusion

3. Why it is important to study CE
In these days where profits and job creation share the role of sovereign
criteria for business, corporate entrepreneurship (CE) is particularly
important. CE embodies one of the major vehicles for corporate
innovation, revitalization, and retrenchment. It preserves and even
grows jobs and markets, and provides an aid to limiting or channeling
some of the volatility in the population of businesses.

4. The Concept of Corporate Entrepreneurship
 Definition
 Corporate Entrepreneurship
A process whereby an individual or a group of individual or
group of individuals, in association with an existing
organization, creates a new organization or instigates renewal
or innovation within the organization.
A process that can facilitate firm's efforts to innovate
constantly and cope effectively with the competitive realities
that companies encounter when competing in international
markets.

5. The Concept of Corporate Entrepreneurship
“The Need”
 Rapid growth in the number of new and sophisticated
competitors;
 International competition;
 Downsizing of major corporations;
 Sense of distrust in the traditional methods of corporate
management;
 An overall desire to improve efficiency and productivity.

6. The Concept of Corporate Entrepreneurship
“The Process”
Strategic
Renewal
Innovation
Corporate
Venturing
Corporate
Entrepreneurship

7. Case Study “Diasen”
 A chemical company that operates in the construction industry and
focuses on first rate products with high technological content;
 Formerly known as Italsoventi which manufactures industrial
solvents;
 Founded by Mr. Floriano Mingarelli in 1985 located in Sassoferrato
town;
 In 2002 Mr. Diego Mingarelli joined the company and became the
CEO in 2007;
 Company’s transformation became evident in 2007;
 Leading product is Diathonite (a plaster made from cork).

8. Case Study “Diasen”
Centered Strategy
Research
Development Innovation Quality
Fundamental keys that defines Diasen
Green Performance Difference

9. Analysis
Pollution reduction
Recycling waste/ water/ raw materials
Replacement materials with less dangerous materials and eco-com
Reducing energy use
Reducing the use of raw materials
Reduction of emissions CO2
% companies
Chemistry Industry
30% 15%
28% 15%
22% 9%
20% 10%
16% 9%
11% 9%
Benefits for users – use energy
Benefits for users – pollution
Benefits for users – recycle after use
22% 13%
23% 14%
27% 13%
Based on these principles, the company put all its effort in order to avoid and prevent pollution and
environmental exploitation by controlling and improving its business performance, using recycled
materials and selecting suppliers and employees who agrees with its policy of environmental
protection.

10. Conceptualizing Corporate
Entrepreneurship Strategy
Corporate Entrepreneurship Strategy in Diasen
 A Vision- directed, organization-wide reliance on entrepreneurial behavior that
purposefully and continuously rejuvenates the organization and shapes the scope of its
operations through the recognition and exploitation of entrepreneurial opportunity.
 Creation of congruence between the entrepreneurial vision of organization’s leader and
the entrepreneurial actions of those throughout the organization.

11. Key Factors
MISSION
AND VISION
Belonging
Having a purpose
beyond the daily work
Relationship
Mutual trust and a
supportive basic
attitude prevail
Commitment
Active, committed
participated of employees
Structure
Local initiative and
central synthesis

12. Does CE affect firm innovation and
competitiveness?
Yes it does, through the introduction of a new product, technology,
system, techniques, resources, process or capability to the firm or its
market which at the same time create a basis for sustainable competitive
advantage when and if the competitors follow.

13. What we learnt
With this, we now understand that Corporate Entrepreneurship
is very vital for company existence, profitability and
development if it is well followed.

14. Conclusion
Wealth in the new regime flows directly from innovation, not
optimization; that is, wealth is not gained by perfecting the
known, but by imperfectly seizing the unknown.
Thank You!!