Entrepreneuring practices: interconnected bundles for digital servitization

The existing corporate entrepenurship (CE) literature is based on the understanding that CE rests on social ontological individualism, claiming that social life is an aggregate of individuals' actions. To further enhance our knowledge of CE activities as a social phenomena, this chapter uses practice theory to uncover the interrelated activities of CE practitioners. We study CE practices in the context of servitization, through the entrepreneurial practices formed when manufacturers move from products to services. Our empirical material is gathered from five manufacturing firms in Norway within an industrial cluster of suppliers to the energy and maritime sectors. We identify four interrelated entrepreneuring practices: prospecting the ecosystem;developing the new service-oriented business venture; transforming the organization; and establishing the new service-oriented business venture. We use practice theory empirically to describe the dynamics related to practice-arrangement bundles. Finally, we contribute to CE theory by exposing the four emergent CE bundles and the ways different types of practitioners were involved in the practice-arrangement bundles we identified.