Digital Innovation and Entrepreneurship (Paperback)

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.

General

Imprint:	Cambridge UniversityPress
Country of origin:	United Kingdom
Release date:	July 2018
Authors:	Dick Whittington
Dimensions:	245 x 175 x 22mm (L x W x T)
Format:	Paperback - Trade
Pages:	476
ISBN-13:	978-1-108-45494-0
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Ownership & organization of enterprises > Entrepreneurship
LSN:	1-108-45494-1
Barcode:	9781108454940

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