Digital Innovation and Entrepreneurship 1st edition by Richard Whittington 1108681735 9781108681735

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ISBN-10 :  1108681735 

ISBN-13 :  9781108681735

Author:  Richard Whittington 

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.

Digital Innovation and Entrepreneurship 1st Table of contents:

1 About Innovation and Entrepreneurship
Introducing Innovation and Entrepreneurship
Innovation and the Innovation Process
The Innovation Process
Ideas and Their Origins
Exploitation of Ideas through a Product or Service Offering
Market Consumption of an Offering
Market Trends in Innovation
The Ecosystem
Types and Impact of Innovation
Sustaining versus Disruptive Innovations
Innovations Based on Technology Push versus Those Based on Market Pull
Vertical versus Horizontal Innovation
Scope of Innovation
Applying the Criteria to Characterize and Assess an Innovation
Historical Perspectives on Innovation
The Three Waves of Civilization
Kondratieff Waves
Industry 4.0
The Innovators
Innovation by Companies
National Incentives for Companies to Innovate
Innovation by Universities
Innovation by Individuals and Teams
Innovation by Business Incubators and Accelerators
Succeeding in Innovation and Entrepreneurship
Ingredients for Success in Innovation
Ingredients for Success in Entrepreneurship
Common Mistakes and Reasons for Failure in Entrepreneurship
Failure of the Idea
Failure of the Business Model
Failure of the Team
Failure of the Plan
Concept and Structure for Addressing Business Innovation and Entrepreneurship
Summary of Innovation and Entrepreneurship
Analysis Exercises
Design Exercises
2 Framing the Business
Introducing Business Framing
A Template for Business Design
What Is the Mission?
Who Is the Customer?
The Ideal Customer
The Business Ecosystem
What Is the Offering?
What Is the Technology?
What Is Unique about the Offering?
What Type of Innovation Is Offered?
What Are the Implications of the Ecosystem?
What Is the Problem That Is Solved?
Framing the Problem
Considerations of Value Capture
How Will Success Be Measured?
Designing Good Objectives
Designing Good Key Performance Indicators
What Are the Risks?
What Is the Plan to Make It Happen?
Summary of Business Framing
Analysis Exercises
Design Exercises
3 Promotion and Sales
Introducing Promotion and Sales
Scoping and Analysing the Target Market Structure
Market Segmentation
Market Size and Addressability
Assessing the Total Addressable Market for a Business
Bottom-Up (or Demand-Side) TAM Calculation
Top-Down (or Supply-Side) TAM Calculation
Assessing the Serviceable Available Market for a Business
Assessing the Target or Obtainable Market for a Business
Market Landscape
The Division of Market Share
The Impact of Dominant Players
The Maturity of the Market
Scoping and Analysing the Target Market Dynamics
Competitive Forces
Industry Rivalry
Threat of New Entrants
Threat of Substitutes
Negotiation Forces
Industry Rivalry
Bargaining Power of Suppliers
Bargaining Power of Buyers
Promoting the Business
Creating Visibility
Proactive Communications
Website
Other Online Communications
Partner or Channel Relationships
National and Local Media
Networking Events
Costing the Effectiveness of the Techniques Applied
Branding and Differentiation
Growing Business Influence
Customer Advocacy
Awards
Accreditations
Analysts and Commentators
Managing Sales
Prioritizing Customers
Managing Stakeholders
Planning Customer Engagement
What Outcomes Are Needed?
How Will Contact Be Made and Sustained?
Negotiating an Exchange of Value
Market Testing and Piloting
Building Customer Communities
Early Adopters and Special Relationships
Customer Retention
User Groups
Building Team Knowledge and Confidence
Bringing Innovation to Promotion and Sales
Summary of Promotion and Sales
Analysis Exercises
Design Exercises
4 Delivery and Operations
Introducing Delivery and Operations
Managing the Supply Chain
In-Source, Outsource, or a Mixture of the Two?
Contracting with Suppliers
Designing the Customer Journey
Mapping the Customer Journey
Analysing the Customer Journey Map
Detailed Process Mapping for the Customer Journey
Planning Development
Assessing Product Viability
Calibrating Technology Readiness
Prioritizing Requirements for Development
Developing and Managing the Product Roadmap
Development Velocity and Discontinuities
Managing and Controlling Development and Release
Designing the Production Environment
Controlling Development and Variation
Governing the Use of Third-Party Components
Controlling Access to Source Code
Managing Release and Deployment
Establishing a Channel Strategy
Determining Routes to Market
The Nature of the Customer
The Planned Promotional Channels
The Nature of the Offering
The Required Customer Experience
The Scalability Ambitions
Evaluation of Options
Managing Relationships with Channel Partners
Bringing Innovation to Delivery and Operations
Summary of Delivery and Operations
Analysis Exercises
Design Exercises
5 Value Capture
Introducing Value Capture
Setting a Value Capture Strategy
Setting Objectives to Drive the Pricing Approach
Assessing the Implications of Market Forces
Assessing the Competitive Implications of Market Forces
Assessing the Negotiation Implications of Market Forces
Creating a Return on Investment (ROI) Case
Defining a Customer Purchasing Option
Defining What the Customer Will Purchase
Licensed Offerings
Service Offerings
Payment for Access to a Specialist Asset
Payment for Commitment
Understanding the Purchasing Process
Capex versus Opex Purchases
Payment Timing and Terms
Creating and Calibrating a Pricing Structure
Choosing a Pricing Approach
Cost-Plus, or Open-Book, Pricing
Demand or Value-Based Pricing
Dynamic Pricing
Competition-Based Pricing
Skimming
Penetration Pricing
Freemium Pricing
Free and Open-Source Pricing
Additional Pricing Options
Introductory Discounts
Trial Periods
Bundling
Volume-Based or Banded Pricing
Optional Feature Pricing
Calibrating the Pricing Structure
Assessing the Value of the Business
Accounting Valuation
Asset Approach
Market Approach
Performance Multiples
Sales Multiples
Profit Multiples
Strategic Valuation
Bringing Innovation to Value Capture
Summary of Value Capture
Analysis Exercises
Design Exercises
Postscript to Chapters 2, 3, 4 and 5
6 Growth and Scalability
Introducing Growth and Scalability
Setting a Strategy for Growth and Scalability
What Are the Objectives for Growth and Scalability?
Defining an Exit Ambition
Instilling an Investor Mindset
Setting Objectives and Indicators
What Will Drive Growth and How Will This Be Activated?
What Activities Will Be Needed to Mitigate or Transfer Unacceptable Risks?
Planning for Growth and Scalability
Financial Forecasting
Orders
Revenues
Costs
Margins
Business Capability Requirements
Leadership, Management and Governance
Innovation and Design
Promotion and Sales
Delivery and Operations
Addressing Discontinuities in Growth
Crossing the First Chasm
Crossing the Second Chasm
Crossing the Third Chasm
Elements of a Plan
Creating a Growth Projection
Revenue Projections
Cost Projections
Margin Projections
Designing a Team for Growth and Scalability
Determining the Talent Required
Selecting the Right People to Achieve and Sustain Competitiveness
Assessing a Candidate’s Suitability for a Role
Assessing a Candidate’s Contribution to Competitiveness
Setting the Right Incentives and Rewards to Motivate and Retain People
Use of Shares or Share Options
Use of Salary and Bonus Schemes
Designing Scalable Capabilities
General Drivers of Capability Scalability
Capability-Specific Scalability Considerations
Designing Scalability into Innovation and Design
Designing Scalability into Promotion and Sales
Designing Scalability into Delivery and Operations
Funding Growth and Scalability
Assessing the Funding Requirement and Options
Funding Growth and Scalability through Revenues
Funding Growth and Scalability through Investment
Defining the Investment Requirement
Investment Readiness
Raising Investment
Investment Stages and Types of Investor
Pre-Seed Investors
Seed Investors
Early-Stage Investors
Growth or Expansion-Stage Investors
Stock Market Investors
The Investment Process
Creating a Business Plan
Business Plan Headings
Associated Communications Materials
Summary of Growth and Scalability
Analysis Exercises
Design Exercises
7 Intellectual Property and Protection
Introducing Intellectual Property and Protection
Protection of Intellectual Property
Risks Relating to Theft of IP
Defining IP and the Benefits of Protection
Trademarks
Trademark Registration
Unregistered Trademarks
Domain Name Registration
Design Rights
Registered Designs
Unregistered Designs
Patents
Patent Criteria
Patent Application Process
Copyright
Database Rights
The Open-Source Ethos
Copyleft, or Share-Alike
Adopting the Open-Source Ethos
Easy Access IP
Protection of Confidential Information
Risks Relating to Theft of Confidential Information
Confidential Information and Trade Secrets
Know-How
Confidentiality or Non-Disclosure Agreements
Protection against Onerous Contracts
Risks Relating to Onerous Contracts
Product Licensing Agreements
Customer Service Agreements
Customer Delivery Contracts
Protection against Damage and Intrusion
Risks Relating to Damage or Intrusion
Establishing Physical Security
Establishing Cyber Security
Protection against Legal Non-Compliance
Risks Relating to Legal Non-Compliance
Avoiding Infringement of Other Businesses’ Intellectual Property
Avoiding Infringement of Employment or Regulatory Requirements
Avoiding Infringement of Data Protection Requirements
Summary of Intellectual Property and Protection
Analysis Exercises
Design Exercises
8 Leadership and Structure
Introducing Leadership and Structure
Company Leadership, Management and Governance
Leadership Requirements and Responsibilities
Team Reward and Motivation
Continuing Skills Development and Progression within the Team
Payment of Compensation and Benefits to the Team
Using Sweat Equity within the Team
Payment Mechanisms Used to Reward the Team
Recognition and Appreciation of the Team
Financial Planning and Control
Cash Management
Managing Cash Flows
Agreeing Payment Terms with Customers and Suppliers
Setting and Balancing Budgets
Budget Structure
Budgeting Process
Monitoring Company Performance
Company Reporting and Taxation
Statutory Reporting Requirements
Annual Reporting
Sales Tax Returns
Company Taxation
Company Legal Structures
Types of Business Entity
Sole Traders and Partnerships
Private Limited Liability Companies and Corporations
Limited Liability Partnerships
Public Companies
Establishing a Typical Legal Structure
Joint Ventures
Franchises
Contractual Structures and Responsibilities
The Board of Directors
Employees
Contractors
Professional Service Requirements
Legal Services
Banking
Accountancy and Finance
Insurance
Health and Safety
Property and Investment
Shareholding Structures and Agreements
Shares and Options
Structuring Multiple Share Classes
Shareholders’ Agreements
Summary of Leadership and Structure
Analysis Exercises
Design Exercises
9 Key Themes and Summary Points
Introducing the Key Themes
Set and Agree the Objectives and Outcomes
Deliver Something Customers Need
Create Value from the Ecosystem
Design the Business to Perform
Plan for Growth and Scalability
Build a Culture with the Right Mix of Talent
Distribute Equity to Motivate and Reward Investment
Control Finances and Know the Runway
Understand and Manage the Risk Envelope
Think Like an Investor in All Matters
Appendix A: Principal Terms of Product Licensing Agreements
Parties to the Agreement
The IP That Is Licensed by the Agreement
Grant of Licence
Restrictions
Applicable Use
IP Rights
Licensing of Any Third-Party Products
Payments and Payment Terms
Liabilities
Warranties and Disclaimers
Termination
Jurisdiction
Appendix B: Principal Terms of Customer Service Agreements
Parties to the Agreement
Term of the Service
Payment and Payment Terms
Defining the Services to Be Provided
Service Provider’s Obligations
Service User’s Obligations
Additional Services
Confidentiality and Non-Disclosure
Liabilities
Warranties and Disclaimers
Termination
Non-Poaching of Staff
Jurisdiction
Appendix C: Principal Terms of Customer Delivery Contracts
Term of the Project
Payment and Payment Terms
Defining the Deliverables
Supplier’s Obligations
Customer’s Obligations
Project Management
IP Rights
Confidentiality and Non-Disclosure
Change Management
Liabilities
Warranties and Disclaimers
Penalty Clauses and Liquidated Damages
Termination
Non-Poaching of Staff
Assignment
Jurisdiction
Glossary
Bibliography
Books
Journal Articles
Chapters in Edited Books
Business and Technical Reports

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