Edited by Marlene M. Reed-Hislop, Professor of Entrepreneurship, Leslie E. Palich, W.A. Mays Professor of Entrepreneurship and Patricia M. Norman, Professor of Entrepreneurship, Department of Entrepreneurship and Corporate Innovation, Baylor University, USA

‘The timing of Cases on Corporate Entrepreneurship in North America could not be more prescient. The collection of cases is a must-have for anyone teaching corporate venturing, innovation or entrepreneurship courses. The entrepreneurial mindset drives corporate ventures, and this collection brings noted scholars to the table in a ready-to-use format that will make an impact in classrooms and board rooms.’

• ContentsPreface xPART I PRODUCT INNOVATION1 Nike: is the swoosh losing its foothold? 2Rochelle R. Brunson2 Tesla’s innovative autopilot and the NHTSA 11Marlene M. Reed-Hislop3 Cirque du Soleil: Product Innovation and FinancialContagion 20Leslie E. Palich and Marlene M. Reed-Hislop4 SpaceX: occupy Boca Chica then Mars? 37Marlene M. Reed-HislopPART II MARKETING INNOVATION5 TIAA: breaking new ground 48Eric Swann and Travis Hardwick6 Peloton exercise bike: sliding off the road? 57Marlene M. Reed-Hislop7 Ralph can a high-fashion brand succeed againstintense competition? 63Rochelle R. BrunsonPART III BUSINESS MODEL INNOVATION8 Amazon’s drive for competitive dominance putsTrader Joe’s in the crosshairs 73Leslie E. Palich and Marlene M. Reed-Hislop9 Shopify: the anti-Amazon OR Amazon Partner? 87Patricia M. Norman10 Choosing to grow during an economic downturn: thestory of TCC multi-family interiors 99Lee Grumbles and Travis HardwickPART IV TECHNOLOGY INNOVATION11 A significant product development problem at Yahoo! 115Leslie E. Palich and Patricia M. Norman12 Magic leap: envisioning the next generation 129Marlene M. Reed-Hislop, Rochelle R. Brunson,and Zhao Hui Li Sell13 Southwest Airlines: innovating a commercial airline 141Marlene M. Reed-Hislop

Edited by Marlene M. Reed-Hislop, Professor of Entrepreneurship, Leslie E. Palich, W.A. Mays Professor of Entrepreneurship and Patricia M. Norman, Professor of Entrepreneurship, Department of Entrepreneurship and Corporate Innovation, Baylor University, USA

‘The timing of Cases on Corporate Entrepreneurship in North America could not be more prescient. The collection of cases is a must-have for anyone teaching corporate venturing, innovation or entrepreneurship courses. The entrepreneurial mindset drives corporate ventures, and this collection brings noted scholars to the table in a ready-to-use format that will make an impact in classrooms and board rooms.’

• ContentsPreface xPART I PRODUCT INNOVATION1 Nike: is the swoosh losing its foothold? 2Rochelle R. Brunson2 Tesla’s innovative autopilot and the NHTSA 11Marlene M. Reed-Hislop3 Cirque du Soleil: Product Innovation and FinancialContagion 20Leslie E. Palich and Marlene M. Reed-Hislop4 SpaceX: occupy Boca Chica then Mars? 37Marlene M. Reed-HislopPART II MARKETING INNOVATION5 TIAA: breaking new ground 48Eric Swann and Travis Hardwick6 Peloton exercise bike: sliding off the road? 57Marlene M. Reed-Hislop7 Ralph can a high-fashion brand succeed againstintense competition? 63Rochelle R. BrunsonPART III BUSINESS MODEL INNOVATION8 Amazon’s drive for competitive dominance putsTrader Joe’s in the crosshairs 73Leslie E. Palich and Marlene M. Reed-Hislop9 Shopify: the anti-Amazon OR Amazon Partner? 87Patricia M. Norman10 Choosing to grow during an economic downturn: thestory of TCC multi-family interiors 99Lee Grumbles and Travis HardwickPART IV TECHNOLOGY INNOVATION11 A significant product development problem at Yahoo! 115Leslie E. Palich and Patricia M. Norman12 Magic leap: envisioning the next generation 129Marlene M. Reed-Hislop, Rochelle R. Brunson,and Zhao Hui Li Sell13 Southwest Airlines: innovating a commercial airline 141Marlene M. Reed-Hislop

Edited by Marlene M. Reed-Hislop, Professor of Entrepreneurship, Leslie E. Palich, W.A. Mays Professor of Entrepreneurship and Patricia M. Norman, Professor of Entrepreneurship, Department of Entrepreneurship and Corporate Innovation, Baylor University, USA

‘The timing of Cases on Corporate Entrepreneurship in North America could not be more prescient. The collection of cases is a must-have for anyone teaching corporate venturing, innovation or entrepreneurship courses. The entrepreneurial mindset drives corporate ventures, and this collection brings noted scholars to the table in a ready-to-use format that will make an impact in classrooms and board rooms.’

• ContentsPreface xPART I PRODUCT INNOVATION1 Nike: is the swoosh losing its foothold? 2Rochelle R. Brunson2 Tesla’s innovative autopilot and the NHTSA 11Marlene M. Reed-Hislop3 Cirque du Soleil: Product Innovation and FinancialContagion 20Leslie E. Palich and Marlene M. Reed-Hislop4 SpaceX: occupy Boca Chica then Mars? 37Marlene M. Reed-HislopPART II MARKETING INNOVATION5 TIAA: breaking new ground 48Eric Swann and Travis Hardwick6 Peloton exercise bike: sliding off the road? 57Marlene M. Reed-Hislop7 Ralph can a high-fashion brand succeed againstintense competition? 63Rochelle R. BrunsonPART III BUSINESS MODEL INNOVATION8 Amazon’s drive for competitive dominance putsTrader Joe’s in the crosshairs 73Leslie E. Palich and Marlene M. Reed-Hislop9 Shopify: the anti-Amazon OR Amazon Partner? 87Patricia M. Norman10 Choosing to grow during an economic downturn: thestory of TCC multi-family interiors 99Lee Grumbles and Travis HardwickPART IV TECHNOLOGY INNOVATION11 A significant product development problem at Yahoo! 115Leslie E. Palich and Patricia M. Norman12 Magic leap: envisioning the next generation 129Marlene M. Reed-Hislop, Rochelle R. Brunson,and Zhao Hui Li Sell13 Southwest Airlines: innovating a commercial airline 141Marlene M. Reed-Hislop