Neck / Murray Entrepreneurship

The Practice and Mindset
2. 2. Auflage 2019
ISBN: 978-1-5443-5463-7
Verlag: SAGE Publications
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 536 Seiten, EPUB

Recipient of a 2021 Textbook Excellence Award from the Textbook & Academic Authors Association (TAA)
 
Entrepreneurship: The Practice and Mindset catapults students beyond the classroom by helping them develop an entrepreneurial mindset so they can create opportunities and take action in uncertain environments. Based on the world-renowned Babson Entrepreneurship program, this text emphasizes practice and learning through action. Students learn entrepreneurship by taking small actions to get feedback, experiment, and move ideas forward. They will walk away from this text with the entrepreneurial mindset, skillset, and toolset that can be applied to startups as well as organizations of all kinds. Whether your students have backgrounds in business, liberal arts, engineering, or the sciences, this text will take them on a transformative journey and teaches them crucial life skills.  

The Second Edition includes a new chapter on customer development, 15 new case studies, 16 new Mindshift Activities and 16 new Entrepreneurship in Action profiles, as well as expanded coverage of prototyping, incubators, accelerators, building teams, and marketing trends. This title is accompanied by a complete teaching and learning package.

Autoren/Hrsg.

Neck, Heidi M.

Neck, Christopher P.

Murray, Emma L.

Inhaltsverzeichnis

Preface

Acknowledgments

About the Authors

Part I. Entrepreneurship Is a Life Skill

CHAPTER 1: Practicing Entrepreneurship

1.1 Entrepreneurship Requires Action and Practice

1.2 Entrepreneurship May Be Different From What You Think

1.3 Types of Entrepreneurship

1.4 Entrepreneurship Is a Method, Not a Process

1.5 The Method Involves Creating the Future, Not Predicting It

1.6 The Key Components of the Entrepreneurship Method

1.7 Entrepreneurship Requires Deliberate Practice

1.8 How This Book Will Help You Practice Entrepreneurship

Summary

Key Terms

Case Study: Saurbh Gupta, founder, Gyan-I Inc.

CHAPTER 2: Activating an Entrepreneurial Mindset

2.1 The Power of Mindset

2.2 What Is Mindset?

2.3 The Self-Leadership Habit

2.4 The Creativity Habit

2.5 The Improvisation Habit

2.6 The Mindset as the Pathway to Action

Summary

Key Terms

Case Study: Maliha Khalid, founder and CEO, Doctory

Part II. Creating and Developing Opportunities

CHAPTER 3: Creating and Recognizing New Opportunities

3.1 The Entrepreneurial Mindset and Opportunity Recognition

3.2 Opportunities Start With Thousands of Ideas

3.3 Four Pathways to Opportunity Identification

3.4 Alertness, Prior Knowledge, and Pattern Recognition

3.5 From Idea Generation to Opportunity Recognition

Summary

Key Terms

Case Study: Jillian Lakritz, founder, Yoee Baby

CHAPTER 4: Using Design Thinking

4.1 What Is Design Thinking?

4.2 Design Thinking as a Human-Centered Process

4.3 Design Thinking Requires Empathy

4.4 The Design-Thinking Process: Inspiration, Ideation, Implementation

4.5 Pathways Toward Observation and Insights

4.6 Interviewing as a Useful Technique for Identifying Needs

4.7 Variations of the Design-Thinking Process

Summary

Key Terms

Case Study: Anton Yakushin, cofounder and CEO, VentureBlocks

CHAPTER 5: Building Business Models

5.1 What Is a Business Model?

5.2 The Four Parts of a Business Model

5.3 The Customer Value Proposition (CVP)

5.4 Different Types of CVPs and Customer Segments

5.5 The Business Model Canvas (BMC)

Summary

Key Terms

Case Study: Gautam Gupta, cofounder, NatureBox

CHAPTER 6: Developing Your Customers

6.1 Customers and Markets

6.2 Types of Customers

6.3 Customer Segmentation

6.4 Target Customer Group

6.5 Customer Personas

6.6 Customer Journey Mapping Process

6.7 Market Sizing

Summary

Key Terms

Case Study: Haim Saban, The Mighty Morphin’ Power Rangers

CHAPTER 7: Testing and Experimenting With New Ideas

7.1 Experiments: What They Are and Why We Do Them

7.2 Types of Experiments

7.3 A Deeper Look at Prototypes

7.4 Hypothesis Testing and the Scientific Method Applied to Entrepreneurship

7.5 The Experimentation Template

7.6 Interviewing for Customer Feedback

Summary

Key Terms

Case Study: Katrina Lake, CEO, Stitch Fix

CHAPTER 8: Developing Networks and Building Teams

8.1 The Power of Networks

8.2 The Value of Networks

8.3 Building Networks

8.4 Virtual Networking

8.5 Networking to Build the Founding Team

Summary

Key Terms

Case Study: Jeff Goudie, AmeriCan Packaging

Part III. Evaluating and Acting on Opportunities

CHAPTER 9: Creating Revenue Models

9.1 What Is a Revenue Model?

9.2 Different Types of Revenue Models

9.3 Generating Revenue From “Free”

9.4 Revenue and Cost Drivers

9.5 Pricing Strategies

9.6 Calculating Price

Summary

Key Terms

Case Study: Balaji Viswanathan, founder, Invento Robotics

CHAPTER 10: Planning for Entrepreneurs

10.1 What Is Planning?

10.2 Planning Starts With a Vision

10.3 Plans Take Many Forms

10.4 Questions to Ask During Planning

10.5 The Business Plan Debate

10.6 Tips for Writing Any Type of Plan

Summary

Key Terms

Case Study: Boyd Cohen, cofounder, IoMob

CHAPTER 11: Anticipating Failure

11.1 Failure and Entrepreneurship

11.2 The Failure Spectrum

11.3 Fear of Failure

11.4 Learning From Failure

11.5 Getting Gritty: Building a Tolerance for Failure

Summary

Key Terms

Case Study: Emily Lagasse, founder, Petwell Supply Co.

Part IV. Supporting New Opportunities

CHAPTER 12: Bootstrapping and Crowdfunding for Resources

12.1 What Is Bootstrapping?

12.2 Bootstrapping Strategies

12.3 Crowdfunding Versus Crowdsourcing

12.4 Crowdfunding Startups and Entrepreneurships

12.5 The Four Contexts for Crowdfunding

12.6 A Quick Guide to Successful Crowdfunding

Summary

Key Terms

Case Study: Daymond John, founder, FUBU

CHAPTER 13: Financing for Startups

13.1 What Is Equity Financing?

13.2 The Basics of Valuation

13.3 Angel Investors

13.4 Venture Capitalists

13.5 Due Diligence

Summary

Key Terms

Case Study: Rich Palmer, founder, Gravyty

SUPPLEMENT A: Financial Statements and Projections for Startups

Financial Projections for Startups

Three Essential Financial Statements

Linkages Between the Three Financial Statements

The Journey of Cash: The Cash Conversion Cycle

Building Pro Forma Financial Statements

Building Assumptions: Operating Policies and Other Key Assumptions

Summary

Key Terms

CHAPTER 14: Navigating Legal and IP Issues

14.1 Legal Considerations

14.2 Types of Legal Structures

14.3 Legal Mistakes Made by Startups

14.4 Intellectual Property (IP)

14.5 Global IP Theft

14.6 Common IP Traps

14.7 Hiring Employees

Summary

Key Terms

Case Study: Matthew Vega-Sanz, cofounder, Lula

CHAPTER 15: Engaging Customers Through Marketing

15.1 What Is Entrepreneurial Marketing?

15.2 The Basic Principles of Marketing

15.3 Building a Brand

15.4 Entrepreneurial Marketing

15.5 Creating Your Personal Brand

Summary

Key Terms

Case Study: Justin Real, founder, Realplay

SUPPLEMENT B: The Pitch Deck

Types of Pitches

Overview of the Pitch Deck

The Pitch Deck

The Question and Answer Period

Public Speaking Tips

Summary

Key Term

CHAPTER 16: Supporting Social Entrepreneurship

16.1 The Role of Social Entrepreneurship

16.2 Social Entrepreneurship and Wicked Problems

16.3 Types of Social Entrepreneurship

16.4 Capital Markets for Social Entrepreneurs

16.5 Social Entrepreneurs and Their Stakeholders

16.6 Differences Between Social Entrepreneurship and Corporate Social Responsibility

16.7 Social Entrepreneurship and Audacious Ideas

16.8 Global Entrepreneurship

Summary

Key Terms

Case Study: Brandale Randolph, founder and CEO, 1854 Cycling Company

Glossary

Notes

Name Index

Subject Index

Über Autor(innen)

Neck, Heidi M.

Heidi M. Neck, PhD, is a Babson College professor and the Jeffry A. Timmons Professor of

Entrepreneurial Studies. She has taught entrepreneurship at the undergraduate, MBA, and executive

levels. She is the academic director of the Babson Academy, a dedicated unit within Babson

that inspires change in the way universities, specifically their faculty and students, teach and learn

entrepreneurship. The Babson Academy builds on Neck’s work starting the Babson Collaborative, a

global institutional membership organization for colleges and universities seeking to increase their

capability and capacity in entrepreneurship education, and her leadership of Babson’s Symposia for

Entrepreneurship Educators (SEE), programs designed to inspire faculty from around the world to

teach more experientially and entrepreneurially. Neck has directly trained more than 3,500 faculty

around the world in the art and craft of teaching entrepreneurship. An award-winning teacher, Neck

has been recognized for teaching excellence at Babson for undergraduate, graduate, and executive education.

She has also been recognized by international organizations, the Academy of Management and

USASBE, for excellence in pedagogy and course design. In 2016, The Schulze Foundation awarded her

Entrepreneurship Educator of the Year for pushing the frontier of entrepreneurship education in higher

education. She was again recognized as Entrepreneurship Educator of the Year in 2022 by the United

States Association for Small Business and Entrepreneurship (USASBE) for her contributions that have

substantively advanced how scholars think and approach entrepreneurship teaching and learning.

Most recently, Neck was the recipient of the 2023 Karl Vesper Pioneer Award from the Experiential

Classroom at Notre Dame for her work to expand the reach and impact of entrepreneurship education.

Her research interests include entrepreneurship education with a specific interest in building entrepreneurial

mindsets. Neck is the lead author of Teaching Entrepreneurship: A Practice-Based Approach,

Volumes 1 and 2 (Elgar), books written to help educators teach entrepreneurship in more experiential

and engaging ways. Additionally, she has published 40+ book chapters, research monographs, and

refereed articles in such journals as Journal of Small Business Management, Entrepreneurship Theory &

Practice, and Entrepreneurship Education & Pedagogy.

Neck speaks and teaches internationally on cultivating the entrepreneurial mindset and espousing the

positive force of entrepreneurship as a societal change agent. She consults and trains organizations of all

sizes on building entrepreneurial capacity. She is the cofounder of VentureBlocks, an education-technology

company, and achieved a successful exit with FlowDog, a canine aquatic fitness and rehabilitation center

located just outside of Boston. She also served on the board of a 100% family-owned, seventh-generation

land-management company in Louisiana, A. Wilbert’s & Sons. Heidi earned her PhD in Strategic

Management and Entrepreneurship from the University of Colorado at Boulder. She holds a BS in

Marketing from Louisiana State University and an MBA from the University of Colorado, Boulder.

Murray, Emma L.

Emma L. Murray, BA, HDip, DBS IT, completed a bachelor of arts degree in English and Spanish at

University College Dublin (UCD) in County Dublin, Ireland, followed by a higher diploma (HDip)

in business studies and information technology at the Michael Smurfit Graduate School of Business in

County Dublin, Ireland. Following her studies, Emma spent nearly a decade in investment banking

before becoming a full-time writer and author.

Emma has worked on numerous texts, including business and economics, self-help, and psychology.

She is the coauthor of the principles of management textbook, Management: A Balanced Approach

to the 21st Century (1st ed., 2013, Wiley; 2nd ed., 2017, Wiley; 3rd, ed., 2021, Sage); an introduction

to entrepreneurship textbook, Entrepreneurship (1st ed., 2017, Sage; 2nd ed., 2020, Sage); an introduction

to organizational behavior textbook, Organizational Behavior (1st ed., 2017, Sage; 2nd ed., [2019],

Sage; 3rd ed., 2024, Sage), and an introduction to business textbook, Introduction to Business (2024,

Sage). She lives in London, United Kingdom, with her husband and 2 children.

 

Neck, Christopher P.

Dr. Christopher P. Neck, PhD, is currently an associate professor of Management at Arizona State

University, where he held the title “University Master Teacher.” From 1994 to 2009, he was part of

the Pamplin College of Business faculty at Virginia Tech. He received his PhD in Management from

Arizona State University and his MBA from Louisiana State University. Neck is author and/or coauthor

of 27 books, including Self-Leadership: The Definitive Guide to Personal Excellence (1st ed., 2017,

Sage; 2nd ed., 2019, Sage); Get a Kick Out of Life: Expect the Best of Your Body, Mind, and Soul at Any Age

(2017, Clovercroft Publishing); Fit to Lead: The Proven 8-week Solution for Shaping Up Your Body, Your

Mind, and Your Career (1st ed., 2004, St. Martin’s Press; 2nd ed., 2012, Carpenter’s Sons Publishing);

Mastering Self-Leadership: Empowering Yourself for Personal Excellence, 6th ed. (2013, Pearson); The

Wisdom of Solomon at Work (2001, Berrett-Koehler); For Team Members Only: Making Your Workplace

Team Productive and Hassle-Free (1997, Amacom Books); and Medicine for the Mind: Healing Words

to Help You Soar, 4th ed. (Wiley, 2012). Neck is also the coauthor of the principles of management

textbook, Management: A Balanced Approach to the 21st Century (1st ed., 2013, Wiley; 2nd ed., 2017,

Wiley; 3rd ed. 2021, Sage); an introduction to entrepreneurship textbook, Entrepreneurship (1st ed.,

2017, Sage; 2nd ed., 2020, Sage); an introduction to organizational behavior textbook, Organizational

Behavior (1st ed., 2017, Sage; 2nd ed., 2019, Sage), and an introduction to business textbook

(Introduction to Business, 2022, Sage).

Dr. Neck’s research specialties include employee/executive fitness, self-leadership, leadership, group

decision-making processes, and self-managing teams. He has over 150 publications in the form of

books, chapters, and articles in various journals. Some of the outlets in which Neck’s work has appeared

include Organizational Behavior and Human Decision Processes, The Journal of Organizational Behavior,

The Academy of Management Executive, Journal of Applied Behavioral Science, The Journal of Managerial

Psychology, Executive Excellence, H