Entrepreneurship
Course content:
Business Concept Architecture:
- Exploration of existing conceptual differentiators in FMCG
- Transfer of brand concept principles to entrepreneurial concept development
- Definition & development of integrated concept architecture as base for conceptual entrepreneurship
Extended business plan
- Recognizing and managing filtering techniques as road blocks for business development
- Contextual frame conditions as business drivers
- Systemic marketing evolution from systemic theory
- Understanding of interactions in decision making between conscious and sub-conscious decisions
- Integrating of business concepts into entrepreneur’s business plan
Case study: “From start-up to f..k-up”
Connecting concept architecture, business plan, and leadership principles
- Sorting the clutter in omnipresent leadership development
- Value driven leadership, value driven organizations
- Push vs. pull strategies in an autopoetic environment
- Leadership principles within a growth-driven organization
Recommended literature:
G. KAWASAKI: The Art of the Start, Penguin Publishing Group 2004, ISBN-13: 9781591840565
DAVID R. STOKES, N. WILSON, and M. MADOR: Entrepreneurship, Andover: South-Western / Cengage Learning, 2010, ISBN 978-1-408-00745-7