a| 9781108454940

a| Howest

a| 360.8 2| vsiso

a| Whittington, Dick, d| ....- 0| (viaf)

a| Digital innovation and entrepreneurship / c| Dick Whittington.

a| Cambridge : b| Cambridge university press, c| 2018.

a| XV, 456 p.

a| 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.

a| Ondernemen ; innovatie.

b| HWPNT c| PENTA j| PENTA.360.8 WHIT 18 p| 100000007504

a| book