Established companies set up internal start-ups to stimulate so called intrapreneurship – entrepreneurship within stable organization. They are doing this for enhancement of innovative performance, promoting new ideas and to be more flexible in unstable market.
Usually big companies implement this strategy by encouragement of employees to work on side projects some percent of their working time. Another option is that they hire consultancy firm to generate promising ideas, refine concept and develop prototypes.
Altringer B., 2013 A new model for innovation in big companies https://hbr.org/2013/11/a-new-model-for-innovation-in-big-companies
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