Start-up companies go through various stages of development on their way to
success. This thesis examines the communication of vision in entrepreneurial
companies, a process, which is necessary and commonly encountered by organizations that have already been in business for a few years.
The communication of vision, and thus entrepreneurial spirit, is crucial for young companies because it typically constitutes the foundation of their current and also future success.
This thesis will draw upon data gathered in an entrepreneurial company, which is at a point where it has to hire new employees and communicate its vision to them. A theory on the communication of vision will be created based on the examination of the primary research data collected at this company.
Content
Abbreviations
1 Introduction
1.1 Problem Statement
1.2 Objective
1.3 Procedural Method
2 Literature Review
2.1 Definitions
2.1.1 Entrepreneurship
2.1.2 An Organizational Approach
2.2 Vision
2.2.1 Core ideology
2.2.1.1 Core Values
2.2.1.2 Core Purpose
2.2.2 Envisioned Future
2.2.3 A Few Important Points
2.3 Company Development and the Process of New Entry
2.3.1 Autonomy
2.3.2 Innovativeness
2.3.3 Risk Taking
2.3.4 Proactiveness
2.3.5 Competitive Aggressiveness
2.4 Independence and Connection of the Five Dimensions
2.5 The Effect of Entrepreneurial Orientation on Business Performance
3 Research Question and Case Study Approach
3.1 Research Question
3.2 Case Study Research Approach
4 Empirical Research
4.1 The Case of Global Thermostat Markus Hoffmann
4.2 The Case Study
4.3 Vision Communication
References
Addendum
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