Entrepreneurship for Everyone: A Student Textbook / Edition 1

by Robert Mellor

Overview

In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries.

Key entrepreneurship concepts that are covered include:

- the theories and tools of creative thinking

- market research

- intellectual property protection

- relevant economics

Product Details

ISBN-13:	9781412947756
Publisher:	SAGE Publications
Publication date:	11/26/2008
Edition description:	First Edition
Pages:	256
Product dimensions:	7.50(w) x 9.20(h) x 0.80(d)

Table of Contents

PART A: PRINCIPLES
Developing People and Competencies
The Economics of Entrepreneurship and Innovation
Promoting Creativity
PART B: PRACTICE
Gaining Strategic Advantage
The Marketing Plan
The Business Plan
PART C: CONTEXT
Intellectual Capital
Knowledge Management
Presentation Technique
PART D: SPECIALISMS
Technical Innovation
The Biotechnology Revolution
Green Entrepreneurship
A Sustainable Development Challenge
Enterprise in Health and Social Care
Journalism and Media Entrepreneurs
General Characteristics of the Creative Arts
PART E: ACTION
Growing the Venture

Editorial Reviews

This book is deeper than just new venture formation. New value chains lead to competitive advantage. Internet music etc are new value chains, "creative destruction" disintermediating old players. This book is for every professional and standard for engineers, scientists and the creative and heath industries
R.Schumann
Entrepreneur

From the Publisher