While many texts on entrepreneurship and biographies of great entrepreneurs and leaders talk about vision and its importance, few delve into what vision is, how it comes to be, and, how it can be more successfully developed. This book, built on evidence-based research, delves into the entire entrepreneurial visioning process. Starting with understanding the elements which characterize strong and sustainable vision, the authors detail proposed steps, supported by examples and worksheets, that students and entrepreneurs can take to build and implement their vision and, in turn, help put them on the path to build great businesses.

Autorentext

Susan E. Reid is a Professor of Marketing and Entrepreneurship at the Williams School of Business, Bishop's University (Sherbrooke, Canada). Her teaching and research interests lie at the intersection of marketing, innovation, and entrepreneurship, with an in-depth focus on the topic of vision. Susan has over 30 years of experience working and consulting for the biopharma, nanotech, and aviation sectors and has been a keynote speaker at several conferences on the topic of the power of entrepreneurial vision.

Charles B. Crawford is a professor in the business school at Université de Sherbrooke (Sherbrooke, Canada). He is a proven entrepreneur and strategic thinker with in-depth experience in marketing, sales, strategic planning, new product development, international distribution, operations, and finance. He has a successful track record of building and developing rapid growth in businesses across a wide range of industries.

Inhalt

Chapter 1: The Entrepreneurial Vision Imperative.- Chapter 2. Understanding Entrepreneurial Vision.- Chapter 3. The motivational roots of entrepreneurial vision.- Chapter 4. Measuring Entrepreneurial Motivation.- Chapter 5. Vision Frameworks based on Motivation.- Chapter 6. Creating Context through Networks: The Role of Early Advisors.- Chapter 7. Creating Context through Networks: Building the Entrepreneurial Team.- Chapter 8. Creating Vision Context through Market Insights: Deep Diving an Industry.- Chapter 9. Creating Market Vision Context: Proactive Market Orientation.- Chapter 10. Creating Market Vision Context: Using Market Learning Tools.- Chapter 11. Market Vision Creation.- Chapter 12. Technology Vision Creation.- Chapter 13. Crafting the Vision Statement.- Chapter 14. Determining the Market Niche Beachhead for Testing your Vision.- Chapter 15. Concept Testing.- Chapter 16. Refining the Vision's Value-add and Value Proposition- Chapter 17. Willingness-to-Adopt ('WTA') Testing.- Chapter 18. Developing your Financial Vision.- Chapter 19. Communicating Your Vision.- Chapter 20. Conclusion: Bringing Your Vision to Life.