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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.
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.
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