Buch, Englisch, 519 Seiten, Format (B × H): 203 mm x 254 mm, Gewicht: 1028 g
Buch, Englisch, 519 Seiten, Format (B × H): 203 mm x 254 mm, Gewicht: 1028 g
ISBN: 978-1-108-45494-0
Verlag: Cambridge University Press
The digital economy encompasses more than half the world, and in today's business market, those with a technology background have an advantage. This textbook provides students who already have digital expertise with a solid foundation in business and entrepreneurship in order to launch and run a business. Using a logical, objective-based structure, the book guides students to a comprehensive and practical understanding of innovation and entrepreneurship. Chapters progress through the steps in creating a successful digital business: framing the business, promotion and sales, delivery and operations, value capture, growth and scalability, intellectual property and protection, and leadership and structure. Features include: learning objectives, introductions, conclusions, tables and figures, highlighted key terms, and analysis and design exercises in each chapter; a wide range of real-world examples; a rolling case study of a hypothetical digital business that models the concepts covered in each chapter; appendices of business terms, including those relating to product licensing, customer service agreements and customer delivery contracts; and key terms explained throughout. Supplementary online resources include a test bank, lecture slides and a teaching guide for instructors, and a business design template for student use.
Autoren/Hrsg.
Weitere Infos & Material
Foreword; Preface; 1. About innovation and entrepreneurship; 2. Framing the business; 3. Promotion and sales; 4. Delivery and operations; 5. Value capture; 6. Growth and scalability; 7. Intellectual property and protection; 8. Leadership and structure; 9. Key themes and summary points; Appendix A; Appendix B; Appendix C; Glossary; Bibliography; Index.
