In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics

Growing the Venture

Growing the venture
Robert B.Mellor


Previous chapters have dealt with the principles, practice and context of entrepreneurship, as well as having given in-depth analysis of specialist areas studied by a wide range of students. In this chapter the threads are drawn together and the topic of actually running a new venture is addressed.

Innovative is Attractive

For the reasons given in Chapters 1 and 2, many established organizations are interested in becoming more innovative or establishing innovative spin-off companies by a process of straightforward fission (establishing subsidiaries) or by intrapreneurship. The reason for this is that small innovative dynamic entrepreneurial companies, despite being high risk, can give very good returns on investment during the first five years of their life. Conversely they have difficulty holding their ...

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