Project Description

Entrepreneurship
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Entrepreneurship: Choice and Strategy, 1st Edition

Gans, Scott, Stern
Print ISBN: 9781324072188, Norton Enhanced eBook ISBN: 9781324072249

This title is published by W. W. Norton and made available in Australia, New Zealand, and the Pacific Islands through Wiley’s distribution partnership.

Entrepreneurship: Choice and Strategy is designed for all students eager to understand how entrepreneurs turn ideas into impact. Written by Joshua Gans, Erin L. Scott, and Scott Stern, this text brings together modern research and practical tools to guide students through the entrepreneurial journey. Grounded in decades of teaching and scholarship, it offers a proven, choice-based approach to identifying and pursuing opportunities. With accessible strategies and inspiring examples, the book empowers students to shape their own entrepreneurial paths.

Table of contents

1. Understanding the Power of Choice
2. Choosing Entrepreneurship
3. Choosing Your Opportunity
4. Choosing Your Strategy

5. Choosing Your Customer
6. Choosing Your Technology
7. Choosing Your Organization
8. Choosing Your Competition

9. Intellectual Property Strategy
10. Disruption Strategy
11. Value Chain Strategy
12. Architectural Strategy

13. From Strategy to Action
14. Financing
15. Scaling

Authors

University of Toronto

Massachusetts Institute of Technology

Massachusetts Institute of Technology

Instructor resources

The Instructor’s Manual offers lecture support to suit every classroom, including fill-in-the-blank business canvas worksheets, video discussion questions, chapter outlines, and end-of-chapter solutions.

Fully customisable PPT slides containing feature images and bulleted chapter outlines for in-class presentation.

High-quality and pedagogically effective quizzes and testing materials delivered through Norton Testmaker

LMS files make it easy to add Norton’s resources to your course shell with integrated links.

Explore our content

A choice-based approach to entrepreneurial strategy, made accessible to all students.

Firmly anchored in the authors’ research and classroom experience, Entrepreneurship: Choice and Strategy equips students with four key choices and four core strategic approaches to bring ideas to life. The text emphasizes that entrepreneurship is not one-size-fits-all—it’s about making informed decisions that align with personal goals, passions, and resources. Through engaging case studies, tested frameworks, and insights from successful founders, students learn how to navigate uncertainty and build ventures with purpose. The book also highlights the importance of mentorship, education, and community in shaping entrepreneurial success. Whether students aspire to launch a start-up or innovate within an organization, this book provides the tools to get started.

What’s in Entrepreneurship: Choice and Strategy, 1st Edition?

  • Inspires students with the understanding that anyone can be an entrepreneur: Offers practical tools and diverse examples to show that entrepreneurship is accessible to all.
  • Teaches students a choice-based, strategic process to starting a venture or business opportunity: Covers four key choices—like customer targeting and positioning—using case studies (e.g. Warby Parker) and tools like business canvases to refine strategies and explore funding and scaling.
  • Provides extensive research, examples, and core cases that demonstrate what leads to success or failure in a start-up: Features entrepreneurs such as Tristan Walker and Vera Wang, with insights from Oprah and Elon Musk, and includes research from Saras Sarasvathy and David Teece to blend theory with practice.
  • Offers robust digital learning resources and step-by-step materials developed by the author team as companions for this project-based course: Includes videos, interactive questions, adaptive assignments, and fill-in-the-blank business canvas worksheets to support active learning and idea development.
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Local Wiley support

This text is proudly published and supported by a local team dedicated to enriching learning experiences for ANZ based students and instructors.

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