Summary
Contents
Subject index
Marketing Communications Industry (MCI) is critical to the Indian economy as it creates competitive advantages for sustenance of indigenous enterprises in the face of intense global competition and knowledge-based economy. Developments in the field of MCI are leading towards a new class of knowledge, savvy entrepreneurs and knowledge/technology driven enterprises.
The analytical case studies presented in this book are about the new breed of entrepreneurs who have started their ventures without the support of large corporations. They are known for employing highly ethical and innovative management practices in the realm of new venture creation and growth, and foster innovation and new business formations through an independent corporate setting.
Review and Findings
Review and Findings
Perspective in Entrepreneurship: Classical View1
Historically, the first reference to the term ‘entrepreneur’ was made in the 16th century to indicate a leader of a military expedition and then, later, to an architect and contractor of public works. French economist Cantillon (1755) introduced the term in economics literature by defining the term ‘entrepreneur’ as ‘an agent who purchased the means of production for combination into marketable products’. The concept was further developed by eminent economists, such as Jean Baptist Say, Adam Smith, Francis A. Walker, John Beats Clark, Frank Knight and Joseph A. Schumpeter. Since then, the term ‘entrepreneur’ has found widespread usage in various fields.
According to Petersons (1981), there are four schools of thoughts which have attempted to explain the ...
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