US vs Europe - The Cultural Tapestry of Venture Clienting
Unveiling distinct transatlantic strategies of the United States and Europe, driving corporate innovation.
In Brief: A Harmonious Symphony of Innovation: As Venture Clienting continues to evolve, innovation knows no borders. The boldness of the American approach resonates alongside the measured European pragmatism. By embracing the best of both worlds, corporations can create a harmonious rhythm that orchestrates innovation, propelling industries forward and enriching economies on both sides of the Atlantic. In the end, it is not a matter of which approach is superior, but rather how the fusion of cultural diversity, strategic audacity, and meticulous planning can elevate Venture Clienting to new heights. As the transatlantic dialogue continues, it is through collaborative efforts that the true power of Venture Clienting will be harnessed, shaping the future of business innovation worldwide.
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In the realm of corporate innovation, Venture Clienting has emerged as a potent strategy, reshaping how established corporations engage with startups to drive growth. However, the dynamics of Venture Clienting differ significantly on either side of the Atlantic and there are even different shapes within them, owing to the interplay of cultural, economic, and regulatory factors. This article delves into the nuances of Venture Clienting, examining how the United States and Europe each harness this strategy, and whether one approach holds an edge over the other.
The United States, a hotbed of innovation and a testament to the spirit of entrepreneurship, embraces Venture Clienting with a sense of audacious ambition. According to a report by the National Venture Capital Association, venture capital investment in the United States reached a staggering $240.9 billion in 2022 [16], fueling the rapid growth of startups across diverse industries. American corporations, driven by a risk-taking culture and access to abundant venture capital, actively seek out startups as suppliers to leverage cutting-edge technologies and disrupt existing markets. The Silicon Valley ethos of fail-fast, iterate-often underscores Venture Clienting, enabling corporations to adapt quickly to evolving market landscapes. The main differences between the US and the EU is that American corporations are often working with startups also outside a central Venture Clienting group. This might be because there is more willingness to take risk. Nevertheless, corporations that have a unit dedicated to startup partnering make sure to strongly tie that unit to the overall strategy (similar to Europe). One example to highlight is PepsiCo Labs, which has been around for a while, focusing on four major challenges PepsiCo is trying to tackle [17]. While many business areas were already working with startups, they decided to put PepsiCo Labs in place as a strategic unit with the clear strategic objective to reduce the mistakes typically made when working with startups. Essentially, PepsiCo Labs professionalized the approach many already embraced. With the mission “THINK BIG. BUILD BIGGER” they are working with startups in very structured processes to tackle some of the biggest problems. Using the “scout”, “pilot” and “scale” approach they have already launched over 100 pilots.
To bring this to life, let’s highlight BSH Startup Kitchen, serving as the global matchmaker between cutting-edge startup solutions and the innovation needs of BSH Home Appliances Group. This Venture Clienting unit focuses on a good integration with internal structures of the corporation, while maintaining a close connection to the external ecosystem to provide access and insights to trends. Losing touch with the “outside” world bears significant risk to put a pure focus on internal challenges, and consequently missing out on the latest or upcoming solutions that have the potential to boost value. Simultaneously, however, they place a strong emphasis on meticulously evaluating the compatibility of startups with BSH's objectives, ensuring that partnerships are not only innovative but also enduring and aligned with the company's long-term goals.
Conclusion - A Harmonious Symphony of Innovation
As Venture Clienting continues to evolve, innovation knows no borders. The boldness of the American approach resonates alongside the measured European pragmatism. By embracing the best of both worlds, corporations can create a harmonious rhythm that orchestrates innovation, propelling industries forward and enriching economies on both sides of the Atlantic. In the end, it is not a matter of which approach is superior, but rather how the fusion of cultural diversity, strategic audacity, and meticulous planning can elevate Venture Clienting to new heights. As the transatlantic dialogue continues, it is through collaborative efforts that the true power of Venture Clienting will be harnessed, shaping the future of business innovation worldwide.
About the Author:
Philipp Willigmann is a seasoned innovation and growth leader, angel investor, and advisor with over 20 years of experience driving transformation for Fortune 500 companies and startups. A pioneer in "venture clienting" between European startups and Japanese and Korean corporations since 2007, he has advised global firms on disruption and innovation at Monitor Deloitte, built high-impact corporate venture units, and founded a $100 million corporate venture capital group for a U.S. Fortune 500 company, accelerating market success through strategic startup collaborations. As the founder of U-Path, he now partners with global clients to drive growth and positive impact.
[1] https://nvca.org/wp-content/uploads/2023/03/NVCA-2023-Yearbook_FINALFINAL.pdf, page 13 „US VC Deal Activity”
[2] https://www.labs.pepsico.com/about
