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

Gaining Strategic Advantage

Gaining strategic advantage
Robert B.Mellor


Understanding what entrepreneurship (Chapter 2) and creativity (Chapter 3) are is not sufficient to succeed in business; a strategy is also needed that explains how a novel product or service can discover a market or market niche.

Positioning in the Marketplace

Almost 80 years ago Harold Hotelling (Hotelling, 1929) developed a simple analogy model explaining how and why market entrants must position themselves in order to ensure some degree of success. Hotelling's model imagines a sunny beach 100 metres long and of totally uniform composition with respect to quality of sand, bathing, exposure to sun, etc., so that all of the people on the beach are distributed randomly yet uniformly along it. An ice-cream vendor arrives at this beach, which is ...

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