Exam Report - Cph Art Bottle - Copenhagen Business School

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“Copenhagen Business School” 2012

MSoc.Sc. Programme CBP
Examination on the course “Generating and Managing Creative Ideas”

CPH ART BOTTLE
Group number 5
Hand-in date - November 30th, 2012
Word Count: 33,572

“Entrepreneurs are entrepreneurial, as differentiated from managerial or strategic, because they think effectually; they believe in a yet-to-be-made future that can substantially be shaped by human action; and they realize that to the extent that this human action can control the future, they need not expend energies trying to predict it. In fact, to the extent that the future is shaped by human action, it is not much use trying to predict it – it is much more useful to understand and work with the people who are engaged in the decisions and actions that bring it into existence.” - 2001 Saras D. Sarasvathy, University of Washington

João Faria Vaz Passos
CPR – 190485-4073
TABLE OF CONTENTS

INTRODUCTION 2 CASE DESCRIPTION 3 ANALYSES 4

1 – LITERATURE DECISION TOPICS 4
2 – CASE ANALYSE AND APPLICATION OF LITERATURE 5
2.1 – ENTREPRENEURERIAL PROCESS OVERVIEW 12
DISCUSSION TOPICS 13 CONCLUSION 13 BIBLIOGRAPHY 14 APPENDIX 1 15

INTRODUCTION
Many literatures and even empirical researches have been made to define entrepreneurship, its scope, what “inspires” it and ultimately its key players capabilities and unique triggers, that in the end make them effectual entrepreneurs.

This paper, even if theoretical, tries to arouse that thematic from a replication business model perspective, based on the attention and previous knowledge acquisition to the overall success of any type of entrepreneur venture.

The main support argument for this statement is that entrepreneurship is not only and mainly novelty, an entrepreneur is also someone who applies existing processes and projects. Explored in this paper is the “London On Tap” campaign as the benchmark project to create a consultant Project Coordination Organization for the implementation of the exact same model in Denmark – CPH Art Bottle - together with Copenhagen Municipality.

The resolution proposed in this research lies in selecting and involving the right and soon to become relevant actual partners for the use of already experienced project proved knowledge for information/know-how exchange in order to avoid the repetition of (surprise!) pitfalls and the added enhancing of the openness/finding of new/added value and diversified solutions, products and “unique selling prepositions.

After careful examining “London On Tap” campaign and other same kind of projects, the advantages of a partnership with the London Municipality and the campaign key players, plus the specific needs and environment of Copenhagen City, an accurate and thoughtful plan was elaborated based on the theories and literature from the course description. This plan not only proposes interesting and insightful project adaptations and differentiations but also goes further on the future advantages of such kind of collaborations – especially of London’s municipality.

Finally the result on this paper sets the importance of good selection of example, use of knowledge, involvement of “know-how partners” to the overall...
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