Preface of Textbook
About the Textbook
About the Authors
Book Website at McGraw-Hill
DVD Contents
Stanford 1e Book Website
McGraw-Hill 1e Book Website
Book Contents
Table of Contents
Venture Opportunity, Concept and Strategy
Venture Formation and Planning
Functional Planning of the Venture
Financing and Building the Venture
  Business Plans (App. A)
  Case Studies (App. B)
Online Sources (App. C)
Sample Syllabus
Course Overview
Calendar of Sessions
Entrepreneurial Perspective
Idea or Opportunity
Gathering Resources
Managing Ventures
Entrepreneurship and You
Additional Resources
Schools Using This Textbook
Authors Blog

The importance and implications of the technology adoption life cycle are examined. We also survey the key elements of entrepreneurial marketing including a compelling product/service strategy, a well-crafted positioning and competitive differentiation and a subsequent penetration strategy (including distribution, promotion and pricing). The concept of marketing as a set of relationships (i.e., partnerships and alliances) with customers, technology allies, distribution and promotion partners and even competitors will also be discussed. We also investigate the importance and critical elements of "thinking globally" from a startup's perspective.

Guest speaker for this class is Management Science and Engineering Professor Tom Kosnik.


Relevant Texbook Chapters


Discussion Questions

  1. What business is World Indigo in – mobile communication service, nanocell hardware, or both?
  2. What should Yiping and Carlos do regarding their global expansion strategy in terms of specific geographies, industries, and customers?
  3. What should be their strategy for alliances and partnerships (what types of partners and who should they approach first)?
  4. Is this a complete team? If not, what should be their hiring priorities in the coming year.
  5. What are some advantages and challenges of being a “Born Global” venture?
Case Study: World Indigo, Inc.
World Indigo was a company founded in 2003 with the aim of becoming a global wireless network operator that provided passengers onboard airplanes and ferries with access to text messaging (SMS), voice & Internet via their mobile phones. It was a bi-locational start-up with its headquarters in Singapore and an office in Philadelphia, US. World Indigo is currently facing regulatory, operational and expansion challenges and decisions.
Longitudes and Attitudes: Exploring the World After 9/11
New York Times writter Thomas Friedman shares his perspective of globalization and the post 9/11 world. With the rapid integration of markets, transportation systems, and communications, the world is coming together faster, deeper and cheaper than ever before. Superpowers must balance Supermarkets and Super-Individuals.
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