Intrapreneurship provides loopholes for corporations to deal with modern challenges like innovation, digitalization, and social responsibility. It allows corporations to build new digital business models and technologies independently from traditional corporate structures. While challenging to implement, intrapreneurship enables corporations to tell new stories of innovation and impact through independent ventures. The document discusses the experiences of RCKT, an agency that spun off from its parent company to become an intrapreneurial venture, exploring new areas and markets more freely.

1. INTRAPRENEURSHIP -
A LOOPHOLE TO GET OUT OF CORPORATE CIRCLES?
Karolin Hewelt!
Partner & Director Agenda/PR!
karolin.hewelt@rckt.com !
@K_Welten
Corporate Startup Summit!
FFM, 7. Juli 2015

2. INTRAPRENEURSHIP IS A LOOPHOLE FOR
OLD ECOMOMIES TO DEAL WITH TODAY´S
CHALLENGES.

3. 1. LOOPHOLE FOR INNOVATION!
„Intrapreneurs create innovation without being asked,
expected, or perhaps even given permission by higher
management to do so.“ - Sharma/Chrisman!

4. 2. LOOPHOLE FOR DIGITALIZATION!
Through Intrapreneurship corporates can catch up with the digital
age. Digitalization has an inherent pace of development,
acceleration and change that is more or less incompatible with the
processes in the corporate world.
Intrapreneurship enables the old economy to build digital
distribution channels, smart technologies, and new digital business
models independently, detached from corporate structures and
beyond the core business.

5. 3. LOOPHOLE FOR SOCIAL RESPONSIBILITY!
In a CSR approach, social goals are added to the corporate
objectives at different levels. For Corporate Social
Entrepreneurship social goals are the primary objective and so
top priority.!
So CSR can be seen as a hygiene factor. Whereas Corporate
Social Entrepreneurship aims to improve products and
achieve social business models that make a real difference.

6. 4. LOOPHOLE FOR COMMUNICATION
Corporate Ventures can of course engage customers, motivate
employees and interact with their stakeholders differently to
traditional corporates: they are more direct, in realtime and
ubiquitous. !
However, communication can have a much bigger impact for
corporations. They can tell a entirely new story. A story about
their innovative, digital, and social achievements and the impact
on progress, society and environment through Intrapreneurship.
They just have to leverage that story.

7. INTRAPRENEURSHIP AND BACK...
The most challenging task for corporates after facing
Intrapreneurship is to then transfer innovations, digital
achievements and social goals back into the coporate framework
and embed them in the corporate culture.!

8. THIS IS RCKT.
INTRAPRENEURS
OURSELVES.
Since spinning-off the agency in February 2015 we are
experiencing, exploring, and leveraging our intrapreneurial
existence. We have escaped the corporate system and
structures, expanded our business model, opened up new
markets with external clients, and created new services and
products. We have established a creative working
atmosphere and culture, and tell people a different story.

9. THIS IS RCKT.
TRANSFORMING BRANDS
THROUGH DIGITAL CHANGE.
Our core mission: accelerating digital transformation and
building up communities with ongoing engagement. RCKT
embodies communication in the fast-moving digital world.
We create brands with compelling content to digitally
reshape your business.

10. A
B
C
Agenda
Consumer & Product PR,
Corporate Communications,
Crisis Communications
Branding
Brand Development,
Brand Execution & Storytelling,
Advertisement
Content
Corporate Publishing,
Social Media, Blogs &
Magazines, Websites
A
B
C
THE ABC OF COMMUNICATIONS

11. WHAT WE`VE LEARNED SO FAR.

12. PUSH AHEAD.

13. GET INVOLVED.

14. LEARN AND TEACH.

15. CREATE NETWORKS.

16. EXPLORE NEW AREAS.

17. LEAVE YOUR COMFORT ZONE.

18. THIS IS RCKT.
WE CREATE SPACE
FOR GROWTH.
We create brands that can be experienced by everyone.
We redefine positioning and organization for tomorrow’s market.
Our interdisciplinary team accompanies the whole process: we
begin with strategic orientation, move through the idea finding
process, work at their implementation, and follow through with
performance measurement.

19. THNKS.
Karolin Hewelt!
Partner & Director Agenda/PR!
karolin.hewelt@rckt.com !
@K_Welten
Corporate Startup Summit!
FFM, 7. Juli 2015