Entrepreneurship for Everyone: A Student Textbook

✍ Scribed by Dr Robert Mellor

• Year: 2008
• Tongue: English
• Leaves: 257
• Category: Library

✦ Synopsis

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

✦ Table of Contents

Contents......Page 6
About the authors......Page 13
List of abbreviations......Page 14
Introduction - Why entrepreneurship?......Page 16
Part I - Principles......Page 20
1 Developing People and Competencies......Page 22
2 The Economics of Entrepreneurship and Innovation......Page 33
3 Promoting Creativity......Page 46
Part II - Practice......Page 56
4 Gaining Strategic Advantage......Page 58
5 The Marketing Plan......Page 68
6 The Business Plan......Page 78
Part III - Context......Page 92
7 Intellectual Capital......Page 94
8 Knowledge Management......Page 109
9 Presentation Technique......Page 118
Part IV - Specialisms......Page 126
10 Technical Innovation......Page 128
11 The Biotechnology Revolution......Page 138
12 Green Entrepreneurship......Page 154
13 Enterprise in Health and Social Care......Page 166
14 Journalism and Media Entrepreneurs......Page 181
15 General Characteristics of the Creative Arts......Page 197
Part V - Action......Page 218
16 Growing the Venture......Page 220
Glossary......Page 229
Appendix A: The Ten–Dimension Rating Scale......Page 232
Appendix B: Additional Case Studies......Page 237
Appendix C: Some Suggested Project Ideas......Page 244
Index......Page 248