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

• 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

‘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.’

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

• 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

‘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.’

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

• 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

‘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.’