Digital Innovation and Entrepreneurship
Author | : Dick Whittington |
Publisher | : Cambridge University Press |
Total Pages | : 481 |
Release | : 2018-07-12 |
ISBN-10 | : 9781108657532 |
ISBN-13 | : 1108657532 |
Rating | : 4/5 (532 Downloads) |
Download or read book Digital Innovation and Entrepreneurship written by Dick Whittington and published by Cambridge University Press. This book was released on 2018-07-12 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.