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Technology Entrepreneurship - 2nd Edition - ISBN: 9780124201750, 9780124202344

Technology Entrepreneurship

2nd Edition

Taking Innovation to the Marketplace

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Authors: Thomas Duening Robert Hisrich Michael Lechter
Paperback ISBN: 9780124201750
eBook ISBN: 9780124202344
Imprint: Academic Press
Published Date: 22nd August 2014
Page Count: 394
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The focus of this book is on technology ventures — how they start, operate, and sometimes exit profitably. In short, it covers all the elements required to launch a successful technology company, including discussion of cutting-edge trends such as "entrepreneurial method" and "lean startup," emphasis on the ideation process and development of an effective business plan, coverage of product and market development, intellectual property, structuring your venture, raising capital, sales and marketing, people management, and even strategies for exiting your venture. This is not another armchair book about entrepreneurship. It’s a working guide for engineers and scientists who want to actually be entrepreneurs.

Key Features

  • An intense focus on product design and development, with customers and markets in mind
  • Extensive discussion of intellectual property development, management, and protection
  • Potent insights into marketing and selling technology products to the global marketplace
  • Techniques for forecasting financials, raising funds, and establishing venture valuation
  • Best practices in venture leadership and managing growth
  • Overview of various exit strategies and how to prepare the venture for exit


Engineers and scientists thinking about starting their own technology company; students taking technology-focused entrepreneurship courses in engineering or business schools; executive training courses

Table of Contents

  • Dedication
  • Acknowledgments
  • About the Authors
  • Preface
  • Part 1: You Are Here: X
    • Chapter 1: Technology Entrepreneurship Today: Trends, Opportunities, Challenges
      • Abstract
      • 1.1 Introduction
      • 1.2 Trends and Opportunities in Technology Entrepreneurship
      • 1.3 A Word about Global Markets
      • 1.4 Foundations of this Book
      • 1.5 Chapter Summary
    • Chapter 2: Five Pillars of Technology Entrepreneurship
      • Abstract
      • 2.1 Introduction
      • 2.2 Pillar #1: Value Creation
      • 2.3 Pillar #2: The Lean Startup
      • 2.4 Pillar #3: Customer Discovery and Validation
      • 2.5 Pillar #4: The Business Model Canvas
      • 2.6 Pillar #5: The Entrepreneurial Method
      • 2.7 Deliberate Practice
      • 2.8 Chapter Summary
    • Chapter 3: Technology Venture Idea Generation
      • Abstract
      • 3.1 Introduction
      • 3.2 Fundamental Venture Types
      • 3.3 The Idea Generation Process
      • 3.4 The Opportunity Register
      • 3.5 Nontraditional Idea Sources
      • 3.6 Chapter Summary
  • Part 2: Countdown to Launch
    • Chapter 4: Markets and Product or Service Development
      • Abstract
      • 4.1 Introduction
      • 4.2 Product Planning and Development
      • 4.3 The Idea Development Process
      • 4.4 The Concept of Newness
      • 4.5 Opportunity Assessment Plan
      • 4.6 Disruptive Technology
      • 4.7 The Market
      • 4.8 Chapter Summary
    • Chapter 5: Protecting Your Intellectual Property
      • Abstract
      • 5.1 Introduction
      • 5.2 IP And Technology Ventures
      • 5.3 Recognizing IP
      • 5.4 Record Keeping
      • 5.5 Trade Secrets
      • 5.6 Patents
      • 5.7 Copyrights
      • 5.8 Mask Works
      • 5.9 Trademarks
      • 5.10 Chapter Summary
    • Chapter 6: Legal Structure and Equity Distribution
      • Abstract
      • 6.1 Introduction
      • 6.2 Ownership and Liability Issues
      • 6.3 Choice of Legal Structure
      • 6.4 Equity and Equity Types
      • 6.5 Raising Capital
      • 6.6 Equity Distribution in the Start-up Venture
      • 6.7 Chapter Summary
    • Chapter 7: Developing and Implementing the Technology Business Plan
      • Abstract
      • 7.1 Introduction
      • 7.2 Writing the Business Plan
      • 7.3 Elements of a Business Plan
      • 7.4 Chapter Summary
  • Part 3: Into the Breach
    • Chapter 8: Capital and Capital Sources
      • Abstract
      • 8.1 Introduction
      • 8.2 The Capital Management Plan
      • 8.3 Regulation of Financing Activities
      • 8.4 Debt Financing
      • 8.5 Fundraising Tools and Techniques
      • 8.6 Alternatives to Debt and Equity Financing
      • 8.7 Chapter Summary
    • Chapter 9: Launching the Venture
      • Abstract
      • 9.1 Introduction
      • 9.2 Market Entry Positioning
      • 9.3 Market Penetration Strategy
      • 9.4 Value Chain Analysis
      • 9.5 Developing a Contingency Plan
      • 9.6 Growing Beyond the Startup
      • 9.7 Chapter Summary
    • Chapter 10: Marketing and Selling Your Products
      • Abstract
      • 10.1 Introduction
      • 10.2 Target Market Selection
      • 10.3 Purchasing the Product Service
      • 10.4 Marketing
      • 10.5 Chapter Summary
    • Chapter 11: Contracts
      • Abstract
      • 11.1 Introduction
      • 11.2 Sources of Contract Law
      • 11.3 Contract Formation
      • 11.4 Defenses Against Contract Enforcement
      • 11.5 Performance and Breach
      • 11.6 Anatomy of a Contract
      • 11.7 Types of Agreements Encountered
      • 11.8 Chapter Summary
  • Part 4: Growth and Exit
    • Chapter 12: Venture Management and Leadership
      • Abstract
      • 12.1 Introduction
      • 12.2 Entrepreneurial Leadership
      • 12.3 Leadership Skills
      • 12.4 Entrepreneurial Leadership and Ethics
      • 12.5 Chapter Summary
    • Chapter 13: Valuing and Exiting Your Venture
      • Abstract
      • 13.1 Introduction
      • 13.2 Due Diligence
      • 13.3 Valuation
      • 13.4 Exit via Succession
      • 13.5 Exit via Acquisition
      • 13.6 Exit via Merger
      • 13.7 Exit Via Initial Public Offering
      • 13.8 Registration Statement and Timetable
      • 13.9 Chapter Summary
  • Appendix I: Example of a Generic Confidentiality Agreement
    • Agreement regarding confidential information and technology
  • Appendix II: Example Executive Summary
    • Mission statement
    • Problem being solved
    • The solution
    • Unique sales proposition
    • Competition
    • Market
    • Market segment
    • Marketing plan
    • Price
  • Appendix III: Sample Development Agreement
    • Development agreement
    • Schedule 1 Deliverables
    • Schedule 2 Performance Schedule
  • Appendix IV: Example of an Employment Agreement
    • Agreement regarding technology and confidential information
  • Index


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© Academic Press 2015
22nd August 2014
Academic Press
Paperback ISBN:
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About the Authors

Thomas Duening

Thomas Duening previously was the director of entrepreneurial programs for the Ira A. Fulton Schools of Engineering at Arizona State University. He obtained his undergraduate degree from the University of Wisconsin-Stevens Point and then attended the University of Minnesota, where he received his master’s degree in philosophy of science and his doctorate in higher education administration. While completing his Ph.D., Duening was a consultant at Robert S. Banks, Associates, Inc., an international consulting firm serving the electric utility industry. He also has served in many executive positions, including president of U.S. Learning Systems, LLC, vice president for Content Development at Edgia, Inc., and still remains owner and CEO of the consulting firm INSYTE Business Research Group. Before joining ASU in September 2004, Duening successfully launched the Entrepreneurial and Venture Development Center at the University of Houston-Downtown. For nine years, he was the assistant dean for administration, and international and executive programs at the C.T. Bauer College of Business at the University of Houston main campus. Duening is the author of numerous journal articles, and he is the author of 12 books on investing in entrepreneurship, including Technology Entrepreneurship released Aug. 19, 2009.

Affiliations and Expertise

University of Colorado at Colorado Springs, USA

Robert Hisrich

Dr. Robert H. Hisrich is the Garvin Professor of Global Entrepreneurship and Director of the Global Entrepreneurship Center at Thunderbird. He is also president of H&B Associates, a marketing and management consulting firm he founded. He has authored or co-authored fourteen books, including Entrepreneuship: Starting, Developing, and Managing a New Enterprise (translated into nine languages and now in its sixth edition), The 13 Biggest Mistakes that Derail Small Businesses and How to Avoid Them. Dr. Hisrich has served on the editorial boards of The Journal of Business Venturing, Entrepreneurship Theory and Practice, Journal of Small Business Management, and Journal of International Business and Entrepreneurship. He has instituted academic and training programs such as the university/industry training program in Hungary, a high school teachers entrepreneurship training program in Russia, an Institute of International Entrepreneurship and Management in Russia, and an Entrepreneurship Center in Ukraine.

Affiliations and Expertise

Thunderbird School of Global Management, Glendale, AZ, USA

Michael Lechter

Michael A. Lechter, Esq., is Counsel to the international law firm of Squire, Sanders & Dempsey L.L.P., and Adjunct Professor in the Entrepreneurship Program in the Ira A. Fulton School of Engineering at Arizona State University. He is the bestselling author of OPM, Other People’s Money, How to Attract Other People’s Money For Your Investments – The Ultimate Leverage, Warner Books, 2005. An internationally known expert in the field of intellectual property, his clients have included everything from authors, breweries and professional sports teams to venture capitalists and medical manufacturers. Michael writes a monthly column for on Start-Up Businesses & Entrepreneurship. He is also contributing author to Licensing Best Practices: The LESI Guide to Strategic Issues and Contemporary Realities. He has lectured extensively throughout the world on intellectual property law and entrepreneurship. Upon request of the House Judiciary Committee he has submitted testimony to the Congress of the United States, and has participated in various United Nations and foreign government proceedings on intellectual property law and technology transfer.

Affiliations and Expertise

Attorney, CLP, and Entrepreneur

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