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Entrepreneurial Marketing
How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an 'extreme makeover' in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation, and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues, and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases, and new examples throughout; and, Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing, and entrepreneurship with the fundamental tools to succeed in marketing.
The Art of Enterprise
The Art of Enterprise: Entrepreneurship in Design explores the form and nature of entrepreneurship in a range of creative disciplines. It explores the complex ecology of activities that enable design, entrepreneurship, and alternative methods of practice within a creative practice, and for the benefit and engagement of society. The book is structured in four thematic sections: the Alpha Room, Beta Portal, Gamma Field, and Delta State. Within each section, the chapters address such topics as experience, mindset, activity, collaboration, and value. In that sense, The Art of Enterprise is composed of the way in which one experiences, thinks about, works, collaborates, and creates value in the mind, studio, prototype, and marketplace. It includes a curated selection of contemporary practices engaged in entrepreneurship around the world and interviews from leading entrepreneurs and design professionals capturing advice and inspiration. With an open-ended set of activities, charts, worksheets, and discussion questions, The Art of Enterprise fosters entrepreneurial thinking in formative projects and practices for students, academics, and professionals.
Academic Writing for International Students of Science
This revised and updated second edition is an accessible companion designed to help science and technology students develop the knowledge, skills and strategies needed to produce clear and coherent academic writing in their university assignments. Using authentic texts to explore the nature of scientific writing, the book covers key areas such as scientific style, effective sentence and paragraph structure, and coherence in texts and arguments. Throughout the book, a range of tasks offers the opportunity to put theory into practice. The explorative tasks allow you to see how language works in a real scientific context, practice and review tasks consolidate learning and help you to develop your own writing skills, and reflective tasks encourage you to think about your own knowledge and experience, and bring this to bear on your own writing journey at university. Key features of the new edition include: * Updated content and additional tasks throughout * New chapters, covering writing in the sciences and writing at university * The introduction of reflective tasks * Up-to-date examples of authentic scientific writing Clear, engaging and easy-to-use, this is an invaluable tool for the busy science or technology student looking to improve their writing and reach their full academic potential.
Understanding Social Entrepreneurship
Jill; Lyons | Jill Kickul | Thomas S. Lyons | Kickul | Thomas S.;
Understanding Social Entrepreneurship is the leading textbook that provides students with a comprehensive overview of the field. It brings the mindset, principles, strategies, tools, and techniques of entrepreneurship into the social sector to present innovative solutions to today's vexing social issues. Kickul and Lyons cover all the key topics relevant to social entrepreneurship, including a detailed examination of each of the steps in the entrepreneurial process. This third edition includes several new features: A process-oriented format, taking students through discovery, design, development, and delivery Two new chapters: one on lean start-up and design thinking for social entrepreneurship, and another on unconventional approaches from developing countries Updated and new case studies, with improved global coverage "Voices from the Field" sections that explore evidence-based research from the field. Bringing together a rigorous theoretical foundation and a strong practical focus, this is the go-to resource for students of social entrepreneurship at undergraduate and postgraduate levels. A companion website includes an instructor's manual, PowerPoint slides, a test bank, and other tools to provide additional support for students and instructors.
Academic Writing for International Students of Business and Economics
The third edition of Academic Writing for International Students of Business and Economics is written to help international students succeed in writing essays, reports and other papers for their English-language academic courses. Thoroughly revised and updated to reflect issues such as diversity and sustainability, this book is designed to let students and teachers easily find the help they need, both in the classroom and for self-study. The book is divided into five parts, comprising a total of 42 units: The Writing Process Elements of Writing Language Issues Vocabulary for Writing Writing Models New topics in this edition include Writing in Groups, Written British and American English and Reflective Writing. In addition, the new interactive website has a full set of teaching notes as well as more challenging exercises, revision material and links to other sources. Additional features of the book include: Models provided for writing tasks such as case studies and literature reviews Use of authentic academic texts from a range of sources Designed for self-study as well as classroom use Useful at both undergraduate and postgraduate level A complete set of answers to the practice exercises Cross-references across all units Providing a glossary to explain technical terms and written to deal with the specific language issues faced by international students of Business and Economics, this practical, user-friendly book is an invaluable guide to academic writing in English.
Accounting and Business Ethics
Despite the enormous impact of various accounting scandals on the accounting profession, the general malaise amongst the profession more broadly, and the significant legislative and institutional reforms that have taken place as a result, there are still surprisingly few textbooks on accounting ethics. This concise introductory text takes a broad view of ethics and accounting, taking into account contemporary social trends, such as globalization and terrorism. Rather than delineating codes of professional conduct, this text pushes the reader towards an understanding of the nature of ethical dilemmas and the factors that influence the ways in which accountants frame ethical questions. The book is divided into two parts. The first part focuses on developing thinking about the different kinds of ethical questions that could be posed in relation to accounting. The second part focuses more explicitly on accounting practice, exploring the ethical function of accounting in relation to the market economy, ethics in relation to the accounting profession, and the ethics of the international accounting harmonization project. Accounting and Business Ethics is a compact introduction aimed at both students and practitioners who want to understand more about the ethics of accounting.