Digital Innovation and Entrepreneurship

Provides a practical introduction to business design and entrepreneurship in the digital economy for non-business students.

Dick Whittington (Author)

9781108454940, Cambridge University Press

Paperback / softback, published 12 July 2018

476 pages, 61 b/w illus. 22 tables
24.5 x 17.5 x 2.2 cm, 0.95 kg

'An excellent and thorough guide for the entrepreneur looking to build a digital business - extremely comprehensive and clear.' Ian Halifax, Chief Financial Officer, ON24

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.

Foreword
Preface
1. About innovation and entrepreneurship
2. Framing the business
3. Promotion and sales
4. Delivery and operations
5. Value capture
6. Growth and scalability
7. Intellectual property and protection
8. Leadership and structure
9. Key themes and summary points
Appendix A. Principal terms of product licensing agreements
Appendix B. Principal terms of customer service agreements
Appendix C. Principal terms of customer delivery contracts
Glossary
Bibliography
Index.

Subject Areas: Entrepreneurship [KJH]