Overview

English summary: Many founders start a business without any prior knowledge of economics. Although they usually have a high level of practical knowledge and great motivation, a lack of economic experience often thwarts their potential success. This requires a change in self-image from idealistic founder to expert manager. Reading this volume will help to pave the way. It presents the essential contents of entrepreneurship in a practical and clear manner. This volume concentrates on the basic business knowledge relevant to entrepreneurship with a scientific foundation and a high level of implementation competence. Many examples, illustrations, concrete tips etc. support the explanations. Due to the international nature of this business sector, the text is written in English. All this distinguishes this volume from numerous other publications in the genre and makes it unique on the market as a problem solver. German description: Viele Grunder gehen ohne okonomische Vorkenntnisse in die Existenzgrundung. Sie verfugen zwar meist uber praktische Kenntnisse und hohe Motivation, aber oft genug vereitelt mangelnde okonomische Erfahrung den moglichen Erfolg. Erforderlich ist daher ein Wandel des Selbstverstandnisses vom idealistischen Grunder zum sachkundigen Manager. Diesen Weg zu ebnen, hilft die Lekture des vorliegenden Bandes. Praxisbezogen und ubersichtlich werden die wesentlichen Inhalte des Unternehmertums dargestellt. Das Buch konzentriert sich auf das grundungsrelevante betriebswirtschaftliche Basiswissen mit wissenschaftlicher Fundierung bei zugleich hoher Umsetzungskompetenz. Viele Beispiele, Abbildungen und konkrete Tipps erleichtern den Einstieg in die komplexe Materie. Dies, zusammen mit dem Fokus auf die englischsprachige Start-up-Szene in Deutschland, unterscheidet das Buch von zahlreichen anderen Veroffentlichungen des Genres und macht es zum unerlasslichen Problemloser bei der Existenzgrundung.

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9783896738004

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Werner Pepels studied at HAW and university (both business administration with focus on marketing and with diploma degrees) and worked for twelve years as a consultant (account executive, account director) in international advertising agencies and as a managing director (partner) in sales promotion agencies. He then worked for 27 years as a professor of business administration. During this time he led numerous projects, was engaged as head of studies, expert examiner, conference leader etc. and is proven by numerous publications with over 180,000 copies sold, many of them published at Duncker & Humblot.

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