An Application of Corporate Entrepreneurship Concepts, Models and Theories in driving Innovation in a Contemporary Nigerian Firm: A Study of Guinness Nigeria Plc, a Diageo firm

Abstract

The 21st century business environment is characterized by volatility, uncertainty, complexity, and ambiguity, compelling firms to continuously adapt or risk obsolescence. Within this context, corporate entrepreneurship (CE) has emerged as a strategic mechanism through which established firms renew themselves, stimulate innovation, and sustain competitive advantage. This article examines the role of corporate entrepreneurship in driving innovation and organizational performance in contemporary Nigerian firms, using Guinness Nigeria Plc—a subsidiary of Diageo and a major player in Nigeria’s brewery and alcoholic beverage
industry—as a case study. Relying on an extensive review of theoretical literature, corporate reports, and secondary data sources, the study analyses how CE concepts, models, and theories are applied within Guinness Nigeria Plc. The findings reveal that Guinness Nigeria has embedded corporate entrepreneurial practices through product innovation, strategic renewal, human and social capital development, and organizational architecture that supports intrapreneurial behaviour. Despite challenges related to cost pressures and regulatory constraints, the firm’s CE orientation has helped foster a culture of innovation, portfolio diversification, sustained market growth and competitiveness in the evolving Nigerian market. The study recommends that Guinness and indeed other corporate organizations should embrace corporate entrepreneurship practices by enhancing innovation agility and proactiveness in converting new ideas into actual products and services by cutting through internal bureaucracies faster and strengthening capabilities to remain competitive and relevant.