Due to constant disruption, companies need to embed innovation into their everyday activities in order to cope with competition and be successful. Corporate Entrepreneurship is playing an important role in fostering innovation and is needed to avoid disruption. However, companies have also different motives when handling CE as well as various ways of implementing it in the organization. This study investigated the motives of CE among large companies and the various implementation efforts. Therefore, the research question is: Which are the motives for CE? and the sub-question is: How does that lead to variation in CE implementation? The focus of the study was large companies which headquarter in Nordic countries and belong in different industries. Therefore, nine semi-structured interviews were performed and after, the data from the interviews were analyzed with thematic analysis. The results showed that the companies have different reasonings about their CE efforts and the CE implementation varied depending on the companies’ motives. However, these factors may not affect directly the organizational maturity. Therefore, companies can have their motives and support their CE efforts in different ways without influence negatively the maturity of the organization.

The financial industry is and have been going through a transformation due to digitalisation and globalization, recently breaching the long unaffected investment banking sector. Together with the implementation of the MiFID II regulation, which has been a catalyst for investment banks, this has led to increasing competition in the sector.  Evidence suggests, through a cross-discipline consensus, that the traditional comprehension of competitive advantage is no longer sufficient, and that innovation is instead a key strategic issue in order to sustain a competitive position and to potentially strengthen it during change.  This study empirically investigates how investment banks can utilize a job-centric approach to innovation based on causality, i.e. the cause and effect mechanisms that cause customers to make the choices they do in given circumstances. The empirical data consists of interviews with existing and prospective clients to the case-company with regards to the service of commissioned research. A theoretical framework based on the literature is created and used to analyse the qualitative empirical data.  The findings of this thesis suggest that investment banks indeed can develop their services by incorporating a job centric approach in order to stay competitive during an industrial transformation. The passive data obtained as a result of the analysis can be utilized for development and innovation purposes. To competently use the results requires an adaptation to a certain culture of innovative thinking, one that focuses on the job to be done rather than internal processes. / Finansbranschen har genomgått en omvandling på grund av digitalisering och globalisering, som nyligen nått den länge opåverkade investment bank-sektorn som tillsammans med implementationen av MiFID II, som har varit en katalysator för investment banker, har lett till ökad konkurrens inom sektorn.  Bevis antyder, genom vetenskapligt samförstånd, att den traditionella förståelsen av konkurrensfördel inte längre är tillräcklig, och att innovation istället är en nyckelstrategisk fråga för att upprätthålla en konkurrenskraftig position och potentiellt stärka den i förändringstider.  Denna studie undersöker empiriskt hur investeringsbanker kan använda ett jobbcentriskt synsätt på innovation baserat på kausalitet, dvs de orsaks- och effektmekanismerna som får kunderna att göra de val de gör under givna omständigheter. Det empiriska materialet består av intervjuer med befintliga och potentiella kunder till uppdragsgivaren beträffande tjänsten uppdragsanalys. Ett teoretiskt ramverk baserat på litteraturen skapas och används för att analysera de kvalitativa empiriska uppgifterna.  Resultatet av denna studie tyder på att investeringsbanker verkligen kan utveckla sina tjänster genom att integrera en jobbcentrisk strategi för att förbli konkurrenskraftig under en industriell omvandling. Den passiva data som erhållits som ett resultat av analysen kan användas för utvecklings- och innovationsändamål. Att kompetent använda resultaten är dock beroende av att anta en viss kultur för innovativt tänkande, en som fokuserar på jobbet som ska göras snarare än interna processer.