Entrepreneurship for everyone: a student textbook
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Los Angeles, Calif. [u.a.]
SAGE Publ.
2009
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Physical Description: | XIV, 242 S. graph. Darst. |
| ISBN: | 9781412947763 9781412947756 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Contents
About the authors xii
List of abbrevations xiii
Introduction: Why entrepreneurship? 1
Robert B. Mellor
PARTI PRINCIPLES 5
1 Developing People and Competencies 7
Robert B. Mellor
Introduction 7
Capitalizing on a bright idea 7
Covering the business side 9
The essential social and business network 11
Building the right strategy 13
Choosing a topic 14
The development of a start-up 15
Chapter summary 16
References 16
Further reading 16
Web links 17
Suggestion for exercises 17
2 The Economics of Entrepreneurship and Innovation 18
Robert B. Mellor
Introduction 18
The evolution of innovation and enterprise 18
Value chains 19
Economic cycles 21
Focus on entrepreneurship 21
Owners, capitalists and entrepreneurs 23
Invention is not innovation 24
Types of innovation 25
Sources of innovation 28
vi Contents
Chapter summary 29
References 29
Further reading 30
Web links 30
Suggestions for exercises 30
3 Promoting Creativity 31
Robert B. Mellor
Introduction 31
Defining creativity 31
The psychological origins of creativity 32
Tools for analysing problems 33
Tools for promoting creativity 34
Creativity focused on the marketplace 36
Evaluating ideas 37
Chapter summary 38
References 38
Further reading 39
Web links 39
Suggestions for exercises 39
PART II PRACTICE 41
4 Gaining Strategic Advantage 43
Robert B. Mellor
Introduction 43
Positioning in the marketplace 43
Tools for analysing the market 45
Successfully inhabiting the market 47
Formulating a mission statement 49
Analysing your products 50
Chapter summary 51
References 51
Further reading 51
Web links 52
Suggestions for exercises 52
5 The Marketing Plan 53
Robert B. Mellor
Introduction 53
Customer segmentation 53
The form of the marketing plan 55
How to do market research 56
Contents vii
The 4Ps and the 4Cs of marketing 57
How to price your goods properly 58
How to place your offerings 59
Promotion - effective advertising 59
People: Task matrices 61
Chapter summary 61
References 61
Further reading 62
Web links 62
Suggestion for exercises 62
6 The Business Plan 63
Robert B. Mel/or
Introduction 63
Sources of capital investment 63
Business angels and venture capitalists 63
The form of the business plan 67
The classical 16 sections template 69
Due diligence 74
Chapter summary 75
References 75
Further reading 75
Web links 75
Suggestion for exercises 76
PART III CONTEXT 77
7 Intellectual Capital 79
Robert B. Mellor
Introduction 79
The three types of intellectual capital 79
Patents and other formal IPR 80
Innovation in organizations 82
Human capital, the life-blood of small companies 83
Who is especially innovative? 85
Mixing skills promotes innovation 85
Trickle-down rebound 86
Harvesting human capital 87
Intrapreneurship, or corporate entrepreneurship 87
Technology transfer 88
The ins and outs of strategic alliances 88
Mergers and acquisitions 90
Chapter summary 90
viii Contents
References 91
Further reading 92
Web links 92
Suggestions for exercises 93
8 Knowledge Management 94
Robert B. Mellor
Introduction 94
The knowledge economy 94
The value of knowledge 95
Information, knowledge and learning 96
Human capital revisited: knowledge assets 97
Information systems software 100
Chapter summary 101
References 101
Further reading 102
Web links 102
Suggestion for exercises 102
9 Presentation Technique 103
Robert B. Mellor
Introduction 103
Getting the message across 103
The perception of communication 104
Public speaking 104
Body language 105
Appearance and dress code 106
Getting a feel for the audience 107
Audio-visual aids 107
The structure of a presentation 108
End on a good note 109
Chapter summary 110
References 110
Further reading 110
Web links 110
Suggestions for exercises 110
PART IV SPECIALISMS 111
10 Technical Innovation 113
Robert B. Mellor
Introduction 113
The influence of globalization 113
Contents ix
Company size and industry structure 114
First mover advantage 115
The dominant design 116
Digital innovation 118
Chapter summary 121
References 121
Further reading 121
Web links 122
Suggestions for exercises 122
11 The Biotechnology Revolution 123
Gary Coulton
Introduction 123
Biotech is unique in many aspects 123
Opportunities for biotech entrepreneurs 124
Where do disrupting biotechnologies arise? 129
Opportunities in outsourcing 130
Entrepreneurship for the recent graduate 131
The customer mindset 133
Paradigm shift - the world changes around you 134
Further barriers: the legislative environment 135
Chapter summary 136
References 137
Further reading 137
Web links 138
Suggestions for exercises 138
12 Green Entrepreneurship: A sustainable development challenge 139
Anne Chick
Introduction 139
The imminent discontinuities 139
Green entrepreneurship 140
What is sustainable development? 140
Defining ecopreneurship 141
The development of the green market 143
Are environment and economics opposed? 143
Characteristics of the green marketplace 145
Fostering ecopreneurial behaviour 146
Chapter summary 148
References 148
Further reading 150
Web links 150
Suggestions for exercises 150
x Contents
13 Enterprise in Health and Social Care 151
Antonia Bifulco
Introduction 151
Social desire and reward 151
Entrepreneurial motivation 152
Market demand is increasing 152
The product can be many things 154
The various customers 154
Knowledge and skill requirements 156
What you need to know 158
Obstacles 158
Social enterprise 160
Not-for-profit organizations 162
Voluntary organizations: social entrepreneurship 162
Chapter summary 163
References 163
Further reading 163
Web links 164
Suggestion for exercises 165
14 Journalism and Media Entrepreneurs 166
Noha Mellor
Introduction 166
Journalism as part of the cultural industries 166
Culture in post-industrial times 167
Why culture is important 168
Media and Porter s five forces 170
The rewards can be significant 170
The media convergence revolution 171
Innovation and journalism 172
Freelancing, the fastest route to fame 174
The importance of networking 174
Entrepreneurial strategies and success factors 177
Chapter summary 178
References 179
Further reading 180
Web links 180
Suggestions for exercises 181
15 General Characteristics of the Creative Arts 182
Alan Fisher
Introduction 182
Characteristics of the creative arts industry generally 182
Contents xi
State support 185
Entertainment market analysis 185
Who buys what? 185
Barriers for the entrepreneur 185
The film industry 188
The music industry 195
Chapter summary 200
References 201
Further reading 201
Web links 201
Suggestions for exercises 202
PARTV ACTION 203
16 Growing the Venture 205
Robert B. Mellor
Introduction 205
Innovative is attractive 205
Franchising 206
Business is about selling 207
Marketing and advertising in the small company 208
Leadership and the small company 209
Your professional network 210
Entrepreneurial management 211
Learning from failure 212
Chapter summary 212
References 213
Further reading 213
Web links 213
Suggestions for exercises 213
Glossary 214
Appendix A: The Ten-Dimension Rating Scale 217
Appendix B: Additional Case Studies 222
Appendix C: Some Suggested Project Ideas 229
Index 233
|
| adam_txt |
Contents
About the authors xii
List of abbrevations xiii
Introduction: Why entrepreneurship? 1
Robert B. Mellor
PARTI PRINCIPLES 5
1 Developing People and Competencies 7
Robert B. Mellor
Introduction 7
Capitalizing on a bright idea 7
Covering the business side 9
The essential social and business network 11
Building the right strategy 13
Choosing a topic 14
The development of a start-up 15
Chapter summary 16
References 16
Further reading 16
Web links 17
Suggestion for exercises 17
2 The Economics of Entrepreneurship and Innovation 18
Robert B. Mellor
Introduction 18
The evolution of innovation and enterprise 18
Value chains 19
Economic cycles 21
Focus on entrepreneurship 21
Owners, capitalists and entrepreneurs 23
Invention is not innovation 24
Types of innovation 25
Sources of innovation 28
vi Contents
Chapter summary 29
References 29
Further reading 30
Web links 30
Suggestions for exercises 30
3 Promoting Creativity 31
Robert B. Mellor
Introduction 31
Defining creativity 31
The psychological origins of creativity 32
Tools for analysing problems 33
Tools for promoting creativity 34
Creativity focused on the marketplace 36
Evaluating ideas 37
Chapter summary 38
References 38
Further reading 39
Web links 39
Suggestions for exercises 39
PART II PRACTICE 41
4 Gaining Strategic Advantage 43
Robert B. Mellor
Introduction 43
Positioning in the marketplace 43
Tools for analysing the market 45
Successfully inhabiting the market 47
Formulating a mission statement 49
Analysing your products 50
Chapter summary 51
References 51
Further reading 51
Web links 52
Suggestions for exercises 52
5 The Marketing Plan 53
Robert B. Mellor
Introduction 53
Customer segmentation 53
The form of the marketing plan 55
How to do market research 56
Contents vii
The 4Ps and the 4Cs of marketing 57
How to price your goods properly 58
How to place your offerings 59
Promotion - effective advertising 59
People: Task matrices 61
Chapter summary 61
References 61
Further reading 62
Web links 62
Suggestion for exercises 62
6 The Business Plan 63
Robert B. Mel/or
Introduction 63
Sources of capital investment 63
Business angels and venture capitalists 63
The form of the business plan 67
The classical 16 sections template 69
Due diligence 74
Chapter summary 75
References 75
Further reading 75
Web links 75
Suggestion for exercises 76
PART III CONTEXT 77
7 Intellectual Capital 79
Robert B. Mellor
Introduction 79
The three types of intellectual capital 79
Patents and other formal IPR 80
Innovation in organizations 82
Human capital, the life-blood of small companies 83
Who is especially innovative? 85
Mixing skills promotes innovation 85
Trickle-down rebound 86
Harvesting human capital 87
Intrapreneurship, or corporate entrepreneurship 87
Technology transfer 88
The ins and outs of strategic alliances 88
Mergers and acquisitions 90
Chapter summary 90
viii Contents
References 91
Further reading 92
Web links 92
Suggestions for exercises 93
8 Knowledge Management 94
Robert B. Mellor
Introduction 94
The knowledge economy 94
The value of knowledge 95
Information, knowledge and learning 96
Human capital revisited: knowledge assets 97
Information systems software 100
Chapter summary 101
References 101
Further reading 102
Web links 102
Suggestion for exercises 102
9 Presentation Technique 103
Robert B. Mellor
Introduction 103
Getting the message across 103
The perception of communication 104
Public speaking 104
Body language 105
Appearance and dress code 106
Getting a feel for the audience 107
Audio-visual aids 107
The structure of a presentation 108
End on a good note 109
Chapter summary 110
References 110
Further reading 110
Web links 110
Suggestions for exercises 110
PART IV SPECIALISMS 111
10 Technical Innovation 113
Robert B. Mellor
Introduction 113
The influence of globalization 113
Contents ix
Company size and industry structure 114
First mover advantage 115
The dominant design 116
Digital innovation 118
Chapter summary 121
References 121
Further reading 121
Web links 122
Suggestions for exercises 122
11 The Biotechnology Revolution 123
Gary Coulton
Introduction 123
Biotech is unique in many aspects 123
Opportunities for biotech entrepreneurs 124
Where do disrupting biotechnologies arise? 129
Opportunities in outsourcing 130
Entrepreneurship for the recent graduate 131
The customer mindset 133
Paradigm shift - the world changes around you 134
Further barriers: the legislative environment 135
Chapter summary 136
References 137
Further reading 137
Web links 138
Suggestions for exercises 138
12 Green Entrepreneurship: A sustainable development challenge 139
Anne Chick
Introduction 139
The imminent discontinuities 139
Green entrepreneurship 140
What is sustainable development? 140
Defining ecopreneurship 141
The development of the green market 143
Are environment and economics opposed? 143
Characteristics of the green marketplace 145
Fostering ecopreneurial behaviour 146
Chapter summary 148
References 148
Further reading 150
Web links 150
Suggestions for exercises 150
x Contents
13 Enterprise in Health and Social Care 151
Antonia Bifulco
Introduction 151
Social desire and reward 151
Entrepreneurial motivation 152
Market demand is increasing 152
The product can be many things 154
The various customers 154
Knowledge and skill requirements 156
What you need to know 158
Obstacles 158
Social enterprise 160
Not-for-profit organizations 162
Voluntary organizations: social entrepreneurship 162
Chapter summary 163
References 163
Further reading 163
Web links 164
Suggestion for exercises 165
14 Journalism and Media Entrepreneurs 166
Noha Mellor
Introduction 166
Journalism as part of the cultural industries 166
Culture in post-industrial times 167
Why culture is important 168
Media and Porter's five forces 170
The rewards can be significant 170
The media convergence revolution 171
Innovation and journalism 172
Freelancing, the fastest route to fame 174
The importance of networking 174
Entrepreneurial strategies and success factors 177
Chapter summary 178
References 179
Further reading 180
Web links 180
Suggestions for exercises 181
15 General Characteristics of the Creative Arts 182
Alan Fisher
Introduction 182
Characteristics of the creative arts industry generally 182
Contents xi
State support 185
Entertainment market analysis 185
Who buys what? 185
Barriers for the entrepreneur 185
The film industry 188
The music industry 195
Chapter summary 200
References 201
Further reading 201
Web links 201
Suggestions for exercises 202
PARTV ACTION 203
16 Growing the Venture 205
Robert B. Mellor
Introduction 205
Innovative is attractive 205
Franchising 206
Business is about selling 207
Marketing and advertising in the small company 208
Leadership and the small company 209
Your professional network 210
Entrepreneurial management 211
Learning from failure 212
Chapter summary 212
References 213
Further reading 213
Web links 213
Suggestions for exercises 213
Glossary 214
Appendix A: The Ten-Dimension Rating Scale 217
Appendix B: Additional Case Studies 222
Appendix C: Some Suggested Project Ideas 229
Index 233 |
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| title | Entrepreneurship for everyone a student textbook |
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