Entrepreneurship: Choice and Strategy

Joshua Gans, Erin L. Scott, and Scott Stern wrote this book for students—all students—who are hungry to learn how they can emulate the success of entrepreneurs they see in the media and in their communities. This text brings modern research and insights together to teach a proven approach to understanding, navigating, and choosing an entrepreneurial path. Informed by their decades of research, the authors provide tested tools to get started, helping students use four key choices and four core strategic approaches to find and frame opportunities. Throughout, the book emphasizes that students should choose and pursue the approaches that fit their personal goals and interests, and it underscores the important roles of guidance, mentorship, and entrepreneurial education in a founder’s path to success.

Pages: 520, Paperback, WW Norton & Co