Digital Innovation and Entrepreneurship

Dick Whittington

• Éditeur: Cambridge University Press
• Année: 2018
• ISBN:
  9781108681735
• Sujet: Commerce
• Sous-sujet: Activité entrepreneuriale

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.

Table des matières

• Cover
• Half-title
• Title page
• Copyright information
• Dedication
• Table of contents
• Table of contents
• Foreword
• Preface
• Acknowledgements
• To the Student
• 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: Principal Terms of Product Licensing Agreements
• Appendix B: Principal Terms of Customer Service Agreements
• Appendix C: Principal Terms of Customer Delivery Contracts
• Glossary
• Bibliography
• Index