This part of the book examines how the corporate executives influence new business creation (Figure III.1).

Corporate executives pursuing the “bigger-is-better” corporate philosophy are focused on a few big opportunities, whereas those pursuing the “small-is-beautiful” philosophy are focused on many smaller opportunities. Each corporate philosophy has its advantages and limitations. It is difficult to pursue both philosophies simultaneously because of the fundamental difference in the scale of thinking, the duration of time, and the amount of resources needed to exploit bigger versus smaller opportunities.

Chapter 7 describes the bigger-is-better corporate philosophy – its principles, its limitations, and its implications for new business creation – and Chapter 8 does the same for the small-is-beautiful philosophy. Chapter 9 considers a number of challenges for corporate executives seeking new business creation, including the challenge of pursuing the bigger-is-better and the small-is-beautiful corporate philosophies simultaneously. Chapter 10 examines effective versus ineffective guidance and coaching by the DGM's boss, and effective versus ineffective support and challenge by the controllers.