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Forbes has a story about how mature retail companies such as Walmart, Target and Macy’s are embracing a "think like a startup" mentality, trying to reinvent their cultures so that people will "think different, get out of the box, empower young employees and break some rules."

This approach has taken various forms. Some have opened technology offices in Silicon Valley so they can absorb some of that psychic energy from the tech community, as well as have access to the kind of innovation and intelligence that comes out of that world. Others are partnering with or investing in startups that can help them over the hump.
KC's View:
Very hard to change the culture of an existing business, but clearly that's what some of these customers are thinking. But if they end up corrupting the startup cultures of the companies they are acquiring or in which they are investing ... well, they're going to be disappointed with the results.