Fundamentals of Entrepreneurship (2nd Edition)

张耀辉 / 张树义 / 宋宇翔 / 王勇Chongqing University Press · ChinaApr 2024

Word count

208K words

Chapters

62

ISBN

9787568913041

Tags

Summary

The book comprises 11 chapters, moving from the entrepreneurial environment and personal qualities to entrepreneurial action, weaving entrepreneurial principles into each chapter. It emphasizes accessibility and inspiration rather than theoretical completeness or systematic training, highlighting four core areas: first, entrepreneurial qualities—how to become a committed entrepreneur; second, opportunity recognition—methods for identifying entrepreneurial opportunities; third, business model design—forming one's own business logic by integrating opportunities and resources; fourth, entrepreneurial teams and business plans—building teams around action capability and writing and presenting a business plan grounded in that capability.

The book is accompanied by "Entrepreneurship Basics Online Course Platform Software," enabling synchronized chapter exercises and comprehensive training in class, achieving an integrated MOOC-textbook-software teaching and training effect.

This book can serve as a textbook for university general education courses in entrepreneurship and as a training resource for innovation and entrepreneurship programs, providing knowledge and cultivating qualities for aspiring entrepreneurs and proven methods and pathways for those already starting out.

Editor's review

In terms of structure, the book follows a logic chain of "cognition–opportunity–resources–plan–practice," covering the entire entrepreneurial process. Its distinguishing feature is integrating foundational theories from economics and management into entrepreneurial scenarios—for example, using "opportunity window" theory to analyze market entry points and "resource bricolage" to explain resource integration strategies for startups—avoiding the mere "success literature" preaching. The book includes numerous China-based cases, such as early internet companies and traditional industry transformation cases, closely tied to the domestic entrepreneurial environment.

As an editor, I believe the book's greatest value lies in its "teaching friendliness." Each chapter includes learning objectives, core concepts, discussion questions, and further reading, suitable for both classroom instruction and self-study. Although some theoretical exposition is rather academic, the accompanying case analyses strike a good balance. For readers seeking to build a systematic body of entrepreneurial knowledge and avoid fragmented experiential learning, this book provides a reliable framework.

Who it's for

A good fit for

• Students or instructors in university general education entrepreneurship courses who need a systematic teaching/learning framework for entrepreneurial theory
• Professionals or graduates at the idea stage of entrepreneurship who wish to rationally assess opportunities and risks
• Managers responsible for innovation or new business incubation within enterprises who need entrepreneurial thinking and methodology
• Readers with research interest in entrepreneurship phenomena who need a clearly structured, case-rich reference book

Not a good fit for

• Readers seeking "get-rich-quick secrets" or purely inspirational entrepreneurial stories
• Entrepreneurs with substantial hands-on experience who want in-depth discussion of specific areas (e.g., financing and legal details)

Reading tips

1. Use the business plan template at the end of the book to draft a brief plan for yourself or a hypothetical project, using practice to drive understanding
2. Focus on Chapter 4, "Entrepreneurial Opportunity Recognition," and Chapter 7, "Entrepreneurial Resource Integration," as these are the core of entrepreneurial thinking
3. Pay attention to the local cases in each chapter, compare them with your own industry or field of interest, and consider the applicability and limitations of the theories

About the publisher

Chongqing University Press is a comprehensive university press whose publishing areas span social and cultural studies, industrial technology, finance and economics, medicine, social psychology, and theory. Judging from its catalog, the press publishes both academic works and popular science titles. Representative books include E. H. Gombrich's Shadows: The Depiction of Cast Shadows in Western Art, Magnesium-Based Hydrogen Storage Materials by Pan Fusheng et al., Research on China's Regional Spatial Development Models by Sun Jiuwen, and titles from the Gynecologic Oncology Committee of the Chinese Anti-Cancer Association, such as the Guidelines for Diagnosis and Treatment of Common Gynecologic Malignancies in China (2019) and Bipolar Disorder: What You and Your Family Need to Know. Its authors work in art history, materials science, regional economics, clinical medicine, and social research methods. Public information is limited, but its publishing profile combines academic translation, industrial technology, and practical medical guides.

Contents

1. 版权信息
2. 内容提要
3. 第2版 前言
4. 第一章 创业环境
5. 第一节 三次创业浪潮与中国创业环境
6. 第二节 创业社会与创新创业精神
7. 第三节 营造有利的创业环境
8. 第四节 利用环境成就事业
9. 第二章 创业者
10. 第一节 创业者使命
11. 第二节 创业者的素质与培养
12. 第三节 创业素质的4Q组合
13. 第四节 创业者能力发掘
14. 第三章 创业类型及创业模型
15. 第一节 创业类型
16. 第二节 创业理论基础——蒂蒙斯模型
17. 第三节 创业过程
18. 第四节 准备创业的创业者特质
19. 第四章 创业机会识别
20. 第一节 创业机会与来源
21. 第二节 创业机会识别
22. 第三节 头脑风暴法
23. 第四节 趋势观察法
24. 第五节 问题发现法
25. 第五章 机会评估、市场营销与风险识别
26. 第一节 创业机会评估与方法
27. 第二节 新创企业的市场营销
28. 第三节 创业风险识别与防范
29. 第六章 商业模式
30. 第一节 商业模式在现代创业中的重要性
31. 第二节 商业模式创新的环境
32. 第三节 商业模型原理
33. 第四节 商业模式
34. 第五节 商业模式创新
35. 第七章 创业资源
36. 第一节 创业资源及分类
37. 第二节 创业资源的获取途径与转换
38. 第三节 不同创业资源的开发
39. 第四节 创业融资
40. 第八章 创业团队
41. 第一节 创业团队管理的意义
42. 第二节 高效创业团队
43. 第三节 创业团队领导者与创业团队的管理
44. 第九章 企业的法律形态与法律环境
45. 第一节 企业的法律形态与特点
46. 第二节 企业面临的法律环境
47. 第十章 企业的利润计划和企业成长过程
48. 第一节 预测启动资金
49. 第二节 制订利润计划
50. 第三节 企业成长阶段与路径
51. 第四节 股权设计、企业治理与企业成长
52. 第十一章 创业计划书
53. 第一节 创业计划书及作用
54. 第二节 创业计划书撰写原则
55. 第三节 创业计划书的基本结构和内容
56. 第四节 创业计划书的展示
57. 附录 创业者手册及MOOC与软件使用指南
58. 附录一 创业者手册
59. 附录二 MOOC“创业基础”使用指南（教师版）
60. 附录三 MOOC“创业基础”在线学习指南（学生版）
61. 附录四 “创业基础”在线课程平台软件使用指南
62. 参考文献

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About the author

Zhang Yaohui is an author about whom limited public information is available. Three works can currently be confirmed under this name: Entrepreneurship Basics, An Analysis of New Business Models, and Entrepreneurship Basics (Second Edition). Judging from the titles and the categories in which the works are listed, his writing centers on entrepreneurship education and business management, covering both the basic knowledge framework of starting a business and observations and analysis of emerging business models. His works are classified under inspirational growth and management, suggesting that they address beginning readers interested in entrepreneurship as well as managers who follow changes in business models. The fact that one work has been reissued indicates that its content has some continuity in teaching or practical settings. Since his dates of birth and death, nationality, and educational background are not clearly documented, no inference is made here; this introduction describes only the focus and subject matter of his writing based on the works listed above.

Zhang Shuyi is a Chinese book author about whom limited public information is available; details such as dates of birth and death, nationality, and educational background are not clearly recorded. Two works by this author are held in the collection: the 2011 Judicial Examination Key Points, Difficulties, and Doubts Explained Series: Administrative Law and Administrative Litigation Law Volume (Revised Edition) and Fundamentals of Entrepreneurship (2nd Edition). These suggest that the author's writing covers two areas: legal examination preparation and entrepreneurship education. The former is aimed at judicial examination candidates, focusing on organizing key points and analyzing difficult issues in administrative law and administrative litigation law, with a practical exam-oriented structure. The latter is an entrepreneurship textbook concerned with basic entrepreneurial knowledge and practical frameworks. The two works are classified under examination and inspirational growth respectively, indicating that the author's writing serves both professional exam preparation and general education, with clear and accessible language tailored to the practical needs of students and exam candidates.

Song Yuxiang is an author with limited publicly available information; the only work currently on record is Entrepreneurship Basics (2nd Edition). The book is categorized under inspirational growth, and judging from its title and category, it likely covers the fundamental knowledge, ways of thinking, and practical preparation needed for starting a business, aimed at readers new to entrepreneurship or hoping to understand the path of founding a venture. Because details such as birth and death years, nationality, and professional experience remain unconfirmed, it is not possible to introduce more about the author's life or background. Based on the available clues, Song Yuxiang's writing tends toward basic, introductory knowledge, focusing on making the broad topic of entrepreneurship understandable and actionable rather than piling on advanced theory or glorifying success stories. This approach makes the book suitable as an introductory reader, helping readers build a basic understanding of entrepreneurial processes and risks within a limited time. Although the author's output is small, the work offers a practical entry point within the inspirational growth category and has some reference value for readers hoping to take their first step into entrepreneurship.

Wang Yong is a Chinese author whose works span a notably wide range of subjects. Public information about him is limited, and his nationality, dates of birth and death, and educational background are not clearly recorded. Twenty-five of his works are held in the collection, covering foreign literature, finance, culture, history, biography, and politics. Judging from his representative works, he has written reflective books on living wisely such as The Wisdom of Life, as well as studies on the methods and theoretical debates of new structural economics. He has also addressed cultural history in Ten Lectures on the Circulation of East Asian Culture and specialized historical research on the environment and agricultural development of the middle and lower Yangtze region during the Han, Jin, and Southern Dynasties. His output further includes a biography, Zhen Yongsu: A Path of Study, Success Through Perseverance, and political works such as American Politics and Foreign Policy Decision-Making. Overall, his writing balances thoughtfulness, scholarship, and readability for a variety of readers.