Description
CENGAGE New Venture Creation 6Th Edition 2012 by ALLEN K R
NEW VENTURE CREATION, 6E, International Edition provides tomorrow's entrepreneurs with the tools to launch a successful new business in a global marketplace. The text follows the logical development process, from initial idea through drafting of the actual business plan. The sixth edition represents the most current thoughts, ideas, and practices in the field of entrepreneurship. Allen focuses on the pre-startup and startup stages of a new business, with special emphasis on the process and activities that must take place prior to opening a new business. The student-friendly material includes real-world case studies, new venture action plans, and advice from successful entrepreneurs and the author herself. Part One introduces the foundations of entrepreneurship and entrepreneurial opportunity that are important to understanding the decisions that entrepreneurs make, the environment in which they make those decisions, and the tasks they must undertake before launching a new company. Part Two addresses the heart of entrepreneurial activity--the testing of a new business concept through feasibility analysis. Part Three focuses on strategy and drafting the business plan. Part Four looks at planning for growth and change in the new organization. PART ONE: THE OPPORTUNITY.1. Introduction to Entrepreneurship.2. Becoming an Entrepreneur.3. Creativity and Opportunity.4. Testing Business Concepts and Models.Case 1. Command Audio: Three Startups for the Price of One.Case 2. MySpace: The Rocky Evolution of a Social Media Company.PART TWO: ANALYZING FEASIBILITY.5. Understanding the Market.6. Understanding Product Development.7. Building the Startup Team.8. Understanding the Numbers.Case 3. HomeRun.com: Breaking into a Saturated Market.Case 4. The Crowne Inn: A Classic Case of a Family Business in Turmoil.PART THREE: ORGANIZING THE VENTURE.9. Creating the Business Plan.10. Selecting the Legal Entity.11. Establishing an Ethical & Socially Responsible Business.12. Structuring an Entrepreneurial Venture.13. Understanding Production and Operations.14. Marketing.15. Understanding Financing.Case 5. B2P: Micro-Bioformatics Technology and Global Expansion.Case 6. Potion Inc.: Outsourcing for the Future.PART FOUR: EVOLVING THE BUSINESS.16. Understanding Capital.17. Managing Growth.18. Managing Change.Case 7. 1-800-Autopsy: Giving the Dead a Voice.Case 8. Demand Media: Creating a Transformative Business.Case 9. Corporate Entrepreneurship and Innovation in Silicon Valley: The Case of Google, Inc.