Digital innovation and entrepreneurship [printed text] / Dr. Dick Whittington, Author  . -  First edition . - Cambridge : Cambridge University Press, 2018 . - xxii, 456 p. ; Paperback 23 mm.
ISBN : 978-1-108-45494-0 : €45.00
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.

Keywords:	'Electronic  commerce'  'Entrepreneurship'  'Information  technology'  --  'Economic  aspects' 'Technological  innovations'
Class number:	658.4