Digital Innovation and Entrepreneurship
Dick Whittington
- English
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Digital Innovation and Entrepreneurship
Dick Whittington
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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.
Frequently asked questions
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- 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