Examining the crucial role of innovation and entrepreneurship in achieving growth and ongoing success in the small business sector, this book carefully examines the processes by which small businesses identify new opportunities, evolve appropriate marketing strategies, develop new products and services and successfully launch these into the market.
The text:
– Includes a dedicated chapter on social entrepreneurship and family firms
– Explores issues of Ethics and Corporate Social Responsibility
– Packed with supporting ‘real world’ case studies including Apple′s i Pod, Facebook, Starbucks and You Tube to illustrate how entrepreneurial firms succeed.
– Learning features including learning aims, summaries, points for discussion, and further reading.
– Companion website with instructors′ manual and Power Point slides and access to full-text journal articles for students.
表中的内容
EntrepreneursPlanning
Opportunity Research
Growth, Chasms and Money
Market Assessment
Internal Capability
Strategy and Culture
Entrepreneurial Innovation
Entrepreneurial Promotion
Pricing and Distribution
Family and Social Entrepreneurship
21st Century Entrepreneurs
关于作者
Ian Chaston is a Professor at the University of Auckland Business School in New Zealand. His primary role is assisting the further development of the School’s Centre for Innovation and Entrepreneurship. He is also a Visiting Professor at RMIT in Vietnam. Ian is the founder of Netboard (www.netboard.biz) which offers free online training in IT and interpersonal skills to assist students and young job seekers enhance their employability skills. Research interests include entrepreneurship, online marketing and small business management.来自同一作者的更多电子书 / 编辑
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