Venturing prepares students to: - Create strategic market focus, through creative market segmentation, understanding perceived and latent needs, and benchmarking competitors' product and service offerings. - Create value-rich products and services, developed by first formulating a new product and se[...]

The authors establish innovation as a necessary first step before writing a business plan or developing a financial model. Focussing on high-technology ventures, this insightful guide is devoted to helping students understand how innovation works and how to incorporate it into their process of conce[...]