Luminar: Leveraging Big Data Using Corporate Entrepreneurship
(11 pages of text)
Entravision, a leading Spanish-language broadcasting company in the United States that targets Hispanic Americans, has just set up a digital analytics division called Luminar, which uses Big Data to focus a company’s marketing to a particular set of consumers. The idea of launching Luminar has been mooted by an outsider who is a friend and protegé of the company’s founding chairman. As the incumbent president of the new division, he is grappling with some major issues. How should he secure the buy-in of line and staff managers at Entravision? How should he find a structural fit between Entravision and Luminar? How should he leverage business opportunities beyond digital analytics? What kind of entry barriers can he build so that Luminar retains its first mover advantage?
- To illustrate successful corporate entrepreneurship by a business unit that has had to win corporate support while winning external customers on its own.
- To demonstrate how a large incumbent company can develop and achieve strategic transformation by promoting internal start-ups.
- To explain Big Data and the value-creation opportunities furnished by digital analytics based on it.
- To discuss entrepreneurial thinking that serves the fast-growing Hispanic market in the United States.
Information, Media & Telecommunications
United States, Large, 2012
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