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About Super Entrepreneurs 2016

Super Entrepreneurs is a study into the entrepreneurial culture that exists within large blue chip organisations.

Super Entrepreneurs is an annual flagship programme of the MAA. It explores the role of entrepreneurship in mid-blue chip organisations and seeks to understand why and how entrepreneurialism can be engendered in significant, complex businesses. It stimulates debate and produces findings and insights that help inform businesses and the marketing agencies that serve them.

A key element of the programme are super entrepreneurship Ratings, produced by The Centre for Brand Analysis (TCBA) to help understand the entrepreneurial performance of major businesses operating in the UK. They measure the perceptions of companies’ entrepreneurial outlook and output, as judged by an expert panel comprised of 23 informed individuals. Panelists are drawn from influential investor and advisory groups, leading academic institutions, prominent associations and significant media organisations, as well as featuring respected entrepreneurs.

The MAA have an exciting programme of Super-Entrepreneurs activity planned throughout 2016.

Methodology

This year’s super entrepreneurs ratings are the results of an analysis of 200 leading companies. These important businesses represent the top ten brand owning companies* in the UK across 20 key consumer sectors. This is double the number of businesses analysed last year.

This process is qualitative, but by gaining the views of informed individuals, the programme presents a strong viewpoint as to which companies are displaying an entrepreneurial culture and developing truly entrepreneurial new propositions for consumers.

The expert panel rated each company on the following:

  • Entrepreneurial outlook – i.e. as demonstrated by their philosophy and culture, such as:
    • A forward thinking and open-minded attitude
    • A willingness to challenge the status quo and existing mindsets
    • An inclination to reframe their competitive set and route to market
    • An inventive and confident approach to NPD and risk taking
  • Entrepreneurial output ­– i.e. as demonstrated through innovative output, such as:
    • Truly original products
    • Pioneering market solutions or processes
    • A fresh, creative marketing approach
 

To help frame the process, entrepreneurship was defined as, “the act and art of undertaking innovations or introducing new things, finance and business acumen, in an effort to transform innovations into economic goods. This may result in new organisations or may be part of revitalising mature organisations in response to a perceived opportunity.”

Judges did not score those companies they have little familiarity with. Judges perceptions were influenced by, among other things, the following:

  • What the companies have said - for instance in their annual reports
  • What the media has reported about them
  • The products, services or solutions they have brought to market recently
  • Their leadership teams and the strength of their voice, as appearing capable of driving change and fostering an entrepreneurial environment
  • Their overall business performance against peers, as an indicator of dynamism and an environment where entrepreneurship is likely to thrive.
 

Following the judging process, the resulting collective scores were translated into a classification system, with the highest rating AAA and the lowest C.

The Super-Entrepreneurs project seeks to promote a debate on entrepreneurship in larger businesses focusing on issues such as how an entrepreneurial culture might be essential to blue-chip companies operating in a more dynamic, digital and competitive environment.

For the purposes of simplicity Super Entrepreneurs has adopted the following definition of entrepreneurship:

Entrepreneurship is the act and art of being an entrepreneur or one who undertakes innovations or introducing new things, finance and business acumen, in an effort to transform innovations into economic goods. This may result in new organisations or may be part of revitalising mature organisations in response to a perceived opportunity.

Nominate a Company

Super-Entrepreneurs is an annual report and survey. If there are companies you feel should be included, please nominate them below and enter the name of the company along with a brief description of why you feel they should be included.

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