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.

Book Details

• Author: Dick Whittington
• Publisher: Cambridge University Press
• eBook ISBN: 9781108681735, 1108681735
• Print ISBN: 9781108470506, 1108470505
• Other ISBNs: 1108657532, 1108454941, 9781108657532, 9781108454940