The Venture Imperative argues that internal venturing must be viewed as a core element of corporate strategy. It provides a model for growing new business in the old business setting, detailing the right way to organize, manage and oversee a corporate venture so that it can flourish. The book argues that venturing is the one indispensable strategy for any company seeking to grow in expanding markets or shift out of declining ones, and that a company that fails to venture risks irrelevance, stagnation and eventual demise. It suggests that corporate venturing in the post-bubble economy is an opportunity to intelligently bridge corporate and venture innovation. Companies can improve their chances of success by relying on the core competencies of their parent to counter the risk of innovation. The authors point out that the first challenge for business is to look beyond current business models and establish a process, which allows new ventures to be a seamless piece of the overall corporate portfolio. They explain the science behind successful corporate venturing, outlining a precise process, which provides a clear structure and strategy to add measurable value to the bottom line. The book suggests a practical framework centering on four stages of corporate venturing, offering steps that make ventures easier to launch and more likely to succeed.

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"Mason and Rohner's VENTURE IMPERATIVE makes a powerful case as to why enterprises should venture, and provides an equally powerful 'operations manual' for getting it right. The authors show a clear understanding of the similarities, as well as the profound differences, between corporate venturing and private venture capital. THE VENTURE IMPERATIVE will be useful to practitioners on both sides of this divide."

-- David N. Strohm
General Partner
Greylock Venture Partners