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CORPORATE ENTERPRENEURSHIP AND INNOVATION CHALLENEGS
Executive Summary
This assignment deals with corporate entrepreneurship and innovation challenges faced by Atlassian, which is an Australian software company. The initial part of the assignment deals with the issues highlighted in the previous task. The approaches and solution to deal with the issus have also been highlighted in the later part of the assignment. Due recommendation have ben outlined to enables the company to deal with the issues of innovation and other corporate issues. This assignment highlight the position of the Atlassian and the change that can be made to ensure a better position of the company in the future.
Table of Contents
Introduction    4
Context within which the issues are discussed    4
Identification of issues in the case    4
Solutions and approaches to address the issues    5
Recommendations    8
References    9
Introduction
In the modern world, the competition is increasing at a fast pace. Start-ups are challenging well-established technology giant in the information technology industry. Innovation is the crux behind the development of such start-ups. Companies are trying to offers the product at the best possible price. Most of the offering sin the market are similar. The only difference in the offering is the customer service. Customer prefer to buy an experience rather than just a product. Mergers and acquisition are the strategies of large companies to reduce the competition in the market. The case study depicts some issues that the company is facing and the position of the company in the market.
Context within which the issues are discussed
The issues being addressed in the assignment are mainly related to the innovation and corporate entrepreneurship challenges and opportunities being faced by the organisation. The main issue in the increase in the offering by competitors in the market. The company may not be able to survive the cutthroat competition with its limited offerings. New emerging ventures may also create barriers for the company. Financial management is also an issue for the company as the company is stuck between old and new system. There are chances of facing tough competition from the innovative start-ups. The company follows a strategy of no sales force, which might not work in the modern business scenario. Apart from the issues, there are plethora of opportunities with the company. Discovery of new trends, technologies and innovative products will increase the customer loyalty. There will be many opportunities of developing a well-founded business case and carrying out systematic research.
According to the views of Kurato et al. (2015), the modern business environment is full for opportunities and challenges. In order to succeed in business, organisation have to continuously innovate and improvise to lead the market.
Identification of issues in the case
There are multiple issues, which have ben highlighted in the given case. The first is the increasing competition from start-ups and ever-increasing demands of customers. The competition in the market is increasing at a fast pace, which has led to the downfall of many technological giants of the past. Top-notch companies like IBM, Dell and others are continuously acquiring small companies to ensure that they can deal with the competition. The business model of the company is not like IBM and Hewlett-Packard, which can deal with the current competition with ease.
The revenue per customer is increasing in the current scenario, but the margin is decreasing due to increase in competition. Therefore, there are risk of margins for the small companies. Multinationals are huge cash to deal with the price war. However, small companies like Atlassian do not have that financial strength. Due to increase in competition, organisation are trying to offer the best that they can. This has led to the customers demanding even more that what is being offered in the market. Due to the decrease in margin, small firms will not be able to survive in the market.
The technology advancement is at its peak in the modern business scenario. This has led to increase in the rate of obsoleting of technology. Huge investment is incurrent in research and development of technology and if the gets obsolete at a fast pace, then the firms incur huge loss. The employees in the modern time demand a happy workplace. However, decreasing margin makes it difficult for the management to offer such facilities to the employees. In the modern time, start-ups are funded by venture capitalist and other sources of funding. Therefore, such start-ups enter into price war, which affects the stability of...