Digital Innovation and Entrepreneurship

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.

Author: Dick Whittington
Publisher: Cambridge University Press
Published: 07/12/2018
Pages: 476
Binding Type: Paperback
Weight: 2.11lbs
Size: 9.62h x 6.95w x 0.90d
ISBN13: 9781108454940
ISBN10: 1108454941
BISAC Categories:
- Business & Economics | Entrepreneurship
- Business & Economics | Leadership