Intrapreneurship
Table of Contents
ASSESSMENT 2
1) Positioning the company on the EI grid 2
2) Characterizing Trung Nguyen Cooperation’s EI 2
Innovation 2
Risk-taking 3
Pro-activeness 4
3) Discussion on appropriate level of EI 4
Recommendations 6
Reference List: 7
ASSESSMENT
1) Positioning the company on the EI grid
2) Characterizing Trung Nguyen Cooperation’s EI
Innovation
Innovation include creation and changing that help to meet new requirement and demand in market, social and economic (Deiss, 2004). Drinking coffee becomes a part of Vietnamese’s traditional. Therefore, Mr. Vu has a wise image about coffee industry that will be a potential industry in Vietnam. Mr. Vu tries to create his business that different to others in product and service. This is where Dang Le Nguyen Vu’s idea of innovation comes from. Kuratko (2009) mentioned that there are 4 types of innovation such as Invention, extension, duplication and synthesis. Most of Mr. Vu’s innovations were come from extension type which is expansion of a product, service, and process that are already existed in this market. Mr. Vu creates several of types of coffees with different tastes. Furthermore, the taste of tradition coffee in Vietnam is not ignoring from creating new taste. Mr. Vu also combines between tradition and new taste in preparation such as latte, mocha and cappuccino. Trung Nguyen also launched a new range of traditional coffee product that is called “Creative “. Customer have a lot of choice by the following products: Creation of 1, 2, 3, 4, 5. Moreover, when going around some town in Vietnam, it is easy to see small coffee shop on the pavement with simple style shop such as a small coffee shop with few chairs or sometime it is just a trolley. A person who enjoys coffee has to stay or sit on pavement. In this case, it is popular for middle class and makes a barrier for upper class. For these reasons, Mr. Vu wasn’t only concentrating on
ASSESSMENT 2
1) Positioning the company on the EI grid 2
2) Characterizing Trung Nguyen Cooperation’s EI 2
Innovation 2
Risk-taking 3
Pro-activeness 4
3) Discussion on appropriate level of EI 4
Recommendations 6
Reference List: 7
ASSESSMENT
1) Positioning the company on the EI grid
2) Characterizing Trung Nguyen Cooperation’s EI
Innovation
Innovation include creation and changing that help to meet new requirement and demand in market, social and economic (Deiss, 2004). Drinking coffee becomes a part of Vietnamese’s traditional. Therefore, Mr. Vu has a wise image about coffee industry that will be a potential industry in Vietnam. Mr. Vu tries to create his business that different to others in product and service. This is where Dang Le Nguyen Vu’s idea of innovation comes from. Kuratko (2009) mentioned that there are 4 types of innovation such as Invention, extension, duplication and synthesis. Most of Mr. Vu’s innovations were come from extension type which is expansion of a product, service, and process that are already existed in this market. Mr. Vu creates several of types of coffees with different tastes. Furthermore, the taste of tradition coffee in Vietnam is not ignoring from creating new taste. Mr. Vu also combines between tradition and new taste in preparation such as latte, mocha and cappuccino. Trung Nguyen also launched a new range of traditional coffee product that is called “Creative “. Customer have a lot of choice by the following products: Creation of 1, 2, 3, 4, 5. Moreover, when going around some town in Vietnam, it is easy to see small coffee shop on the pavement with simple style shop such as a small coffee shop with few chairs or sometime it is just a trolley. A person who enjoys coffee has to stay or sit on pavement. In this case, it is popular for middle class and makes a barrier for upper class. For these reasons, Mr. Vu wasn’t only concentrating on