The digital economy concerns over half of the world's population, and in today's business market, anyone with a technological background has a strong advantage. Dick Whittington's book "Digital Innovation & Entrepreneurship" provides students who already possess digital expertise with a solid cognitive foundation in business and entrepreneurship, enabling them to create and manage a business.
The content of the book is structured around specific objectives, a framework that helps students gain a comprehensive understanding of innovation and entrepreneurship and to comprehend them on a practical level. The chapters sequentially analyze the stages for creating a successful digital business: framing the promotion and sales of the business, distribution and operational functions, value recruitment, growth and scalability, intellectual property and protection, leadership, and structure.
It includes the following: learning objectives, introductions, conclusions, tables and images, key terms (highlighted for distinction), and analysis and design exercises in each chapter; a wide range of real-world examples; a modular case study of a hypothetical digital business, which serves as a template for understanding the concepts analyzed in each chapter; appendices of business terms, including those related to product licensing, service agreements with customers, and product distribution contracts with customers, with key terms explained as applicable; supplementary online resources such as material repositories, lecture slides, and a teaching guide for instructors, as well as a business planning template for students.
Dick Whittington is an Emeritus Professor of Business Innovation at the University of York, where he is responsible for developing and delivering a respected course on business innovation and entrepreneurship for students and staff. The course is recognized by the Engineers in Business Fellowship.
