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  • Cited by 21
    • This textbook will transition to Cambridge Core on 6 July 2026. Please take a moment to export any annotations you may have created on the eTextbook before the move.
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    • Publisher:
      Cambridge University Press
      Publication date:
      06 December 2018
      12 July 2018
      ISBN:
      9781108643252
      9781108470506
      9781108454940
      DOI:
      https://doi.org/10.1017/9781108643252
      Dimensions:
      (247 x 174 mm)
      Weight & Pages:
      1.08kg, 476 Pages
      Dimensions:
      (247 x 174 mm)
      Weight & Pages:
      0.95kg, 476 Pages
      • Subjects:
      IT Management and Ecommerce, Computer Science, Entrepreneurship and Innovation, Management

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    • Selected: Digital
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    Subjects:
    IT Management and Ecommerce, Computer Science, Entrepreneurship and Innovation, Management
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    Book description

    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.

    Reviews

    'An excellent and thorough guide for the entrepreneur looking to build a digital business - extremely comprehensive and clear.'

    Ian Halifax - Chief Financial Officer, ON24

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