In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics

在这本开创性的创业研究教科书中，罗伯特·梅勒（Robert Mellor）不仅向非专业人士介绍了他们需要了解的该领域的关键问题，还弥合了商业知识和其他学科专家知识之间的鸿沟。教科书提供了相关的和有针对性的专门章节，针对各种领域——从可持续工业、信息技术；医疗保健、生物技术以及音乐和创意产业。涵盖的关键创业概念包括：-创造性思维的理论和工具-市场研究-知识产权保护-相关经济学