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Informationen zum Autor Ian Chaston is a Professor at the University of Auckland Business School in New Zealand. His primary role is assisting the further development of the School’s Centre for Innovation and Entrepreneurship. He is also a Visiting Professor at RMIT in Vietnam. Ian is the founder of Netboard ( www.netboard.biz ) which offers free online training in IT and interpersonal skills to assist students and young job seekers enhance their employability skills. Research interests include entrepreneurship, online marketing and small business management. Klappentext Electronic Inspection Copy available for instructors Examining the crucial role of innovation and entrepreneurship in achieving growth and ongoing success in the small business sector, this book carefully examines the processes by which small businesses identify new opportunities, evolve appropriate marketing strategies, develop new products and services and successfully launch these into the market. The text: - Includes a dedicated chapter on social entrepreneurship and family firms - Explores issues of Ethics and Corporate Social Responsibility - Packed with supporting "real world" case studies including Apple's iPod, Facebook, Starbucks and YouTube to illustrate how entrepreneurial firms succeed. - Learning features including learning aims, summaries, points for discussion, and further reading. - with instructors' manual and PowerPoint slides and access to full-text journal articles for students. Visit the Companion website at Zusammenfassung Written by a leading light on the topic! this text examines the processes by which small businesses identify new opportunities! evolve appropriate marketing strategies! develop new products and services and launch these into the market. Inhaltsverzeichnis Entrepreneurs Planning Opportunity Research Growth, Chasms and Money Market Assessment Internal Capability Strategy and Culture Entrepreneurial Innovation Entrepreneurial Promotion Pricing and Distribution Family and Social Entrepreneurship 21st Century Entrepreneurs ...
