Digital Innovation and Entrepreneurship

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.