Автор: Nijssen Ed Название: Entrepreneurial Marketing ISBN: 0415722217 ISBN-13(EAN): 9780415722216 Издательство: Taylor&Francis Рейтинг: Цена: 6123.00 р. Наличие на складе: Поставка под заказ.
Описание: How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. 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. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers. This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in their classes as well as practical tools and techniques that will be useful after the exams have finished.
Автор: Foss Название: Organizing Entrepreneurial Judgment ISBN: 0521697263 ISBN-13(EAN): 9780521697262 Издательство: Cambridge Academ Рейтинг: Цена: 5069.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Drawing on insights from Austrian economics, this book shows how judgment is the key to understanding firm performance and organization. It fills an important gap in the literature by developing an entrepreneurial theory of the firm that focuses on the connections between entrepreneurship and management.
Автор: Beugr? Название: Building Entrepreneurial Ecosystems in Sub-Saharan Africa ISBN: 1137568933 ISBN-13(EAN): 9781137568939 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
This book argues that Africa suffers from two main diseases: poor management and a lack of vibrant entrepreneurial activity. Africa has the raw materials, the people, and the potential to be developed, and yet there remain barriers that prevent the continent from bettering itself. To promote entrepreneurship as an engine of economic development and growth, the author has developed a Quintuple Helix Model which advocates mutual cooperation and information sharing among the five helices and provides valuable guidelines to policymakers on how to build entrepreneurship ecosystems in sub-Saharan Africa. It goes on to examine the roles that government, donors, and public and private sectors play and how Africans themselves might take the development of entrepreneurial societies into their own hands.
The book includes seven chapters that emphasize the key role that each of the five components could play in the development of entrepreneurial ecosystems. Entrepreneurship scholars, policy makers, and national and local governments of sub-Saharan Africa will value this insight as they strive to create a more favorable landscape for their citizenry.
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