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
For a prospective or new venture, the question of survival involves identifying ‘core competencies’ – and the subject of this chapter is identifying what capital a company has and how to lever it.
With the dramatic decline of manufacturing in the West, there are two ways for a company to make progress: one is the efficient exploitation of existing ideas and processes (e.g. soap manufacturers make the same product cheaper), the other is innovation, for example, to branch out into making soap-on-a-rope. Clearly, one can try to do both (those interested in this topic should Google the terms ‘backward vertical integration, ‘forward vertical integration and ‘horizontal integration) and this is simply a matter of corporate strategy, and many companies have tried to ...