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Dow Chemical Case

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Case Brief

Internal Entrepreneurship at Dow Chemical
Description

With the 2001 merger with Union Carbide, Dow Chemical Company became the largest chemicals and Plastics Company in the world. The merged company had sales of $27.8 billion specializing in chemical, plastic and agricultural products. Prior to the merger, growth had become a priority for Dow Chemical. In the years prior to 2000, the firm’s turnover dropped from $20 billion to $18.4 billion as the Net profit margin eroded to 7.1% from 10.3%. The e-epoxy.com venture was one of the many new growth initiatives Dow Chemical launched to bolster growth during this period. E-epoxy.com was conceived by Ian Telford to target the underserved market of small customers that are cost conscious.
Evaluation

EP&I Division: The epoxy business is a high margin but also highly capital-intensive business for Dow chemical. With 20% of the customers generating 80% of the division’s revenue and the cyclical nature of the epoxy market, the business is very susceptible to downturns. The concentration of revenues from a few customers would intuitively put customers in a position of strength during price negotiations; however Dow Chemical did not disclose prices charged to other customers. Dow Chemical maintained relationships with key clients by providing value added services (integrated supply chain, technical assistance, and volume rebates). The added services were necessary to differentiate Dow’s product. With highly capital intensive manufacturing acting as a barrier to entry, Dow Chemical maintained a very strong position in the market.
Competitive Landscape: The competitive landscape was not necessarily conducive to corporate entrepreneurship. The lack of intense competitive pressure, opaque pricing methods to customers, and a generally hospitable external environment were not conducive to developing and implementing a corporate entrepreneurial strategy for Dow Chemical. This began to change with the creation of ChemConnect and Plasticsnet, new electronic marketplaces that used technology to remove opaque pricing and would begin to compete on price with Dow Chemical. The future threat of electronic marketplaces forced Dow to look for alternative methods of selling.
Top management support: Without the support of top level management, e-epoxy.com would not have gotten off the ground Top management support: The creation of the Commercial Interface Initiative (CII) led to the realization of an underserved market (low price and low cost to serve). After Philippe Raynaud de Fitte, Commercial director for Europe discovered the underserved market; Ian Telford was able to pitch e-epoxy.com as a low cost way to service the market. The initial buy in from Henry Vermaak was crucial in getting approval from the Epoxy Leadership Team (ELT) and the $100k for consultancy, business planning and prototyping. Management support also aided Telford during the transition period in May 2000 when e-epoxy.com was pitched to new management after the Houston meeting and was awarded $1 million in budget. While management support was evident during the launch, there was no formalized method of support. Each level of management had to be persuaded individually and was left to decide what level of support to provide Telford and the venture.
Work discretion/autonomy and Rewards/reinforcement: Dow Chemical provided multiple checkpoints for Telford to pass through as he navigated bringing e-epoxy.com to reality. While Telford was able to have a level of autonomy, his decisions were checked and tweaked at multiple levels. The need for buy in from the various corporate level groups (ELT, IS Division, etc.) made Telford able to adapt his idea to meet the expectations of stakeholders. The checkpoints allowed Telford to take control of the venture as he continued to prove his conviction and ability as a corporate entrepreneur. This is similar to the milestones a traditional entrepreneur must navigate as they require outside funding and buy in from potential partners and investors. However, it was a substantial risk to be a part of the original project team, evidenced by Ian working on escape routes for employees if the venture went poorly. Telford believed his career would “take a hit” if the venture failed. The perceived punishment for failure limits autonomy could stifle ideas in the future throughout the organization.
Time availability: Dow Chemical initially fostered the creation of e-epoxy.com by sending Telford and colleagues to the training in Palo Alto. Telford was given the opportunity to volunteer to do extra work to “investigate” internet opportunities. It wasn’t until August 2000, nearly nine months after the initial presentation to the ELT that Telford was made the full-time head of the e-epoxy.com venture and resigned is sales position. Telford never complained about time constraints and was able to work on e-epoxy.com for roughly a year while doing his traditional sales job.

Organizational boundaries: There was a tremendous amount of uncertainty around the launch of e-epoxy.com. Without Telford’s political savvy and knowledge of the organization, the venture would have most likely failed to launch. There were no procedures in place or written rules that dictated who Telford should speak with, he started with his direct management and then rose through the organization convincing managers at various levels. Without clear procedures the organizational boundaries do not exist to foster corporate entrepreneurship.
Recommendations
• Promote entrepreneurship through organizational structure.
• Provide incentives for new ventures
• Leverage ventures across product lines
• Proactively foster internal entrepreneurship
• Remove career handicap of failed venture

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