EAN: 9783110750676

ENTREPRENEURIAL VALUATION - MARK PACKARD KARTON...

Value is a verb  and entrepreneurial valuation is the process of figuring out what others
(should) value. The process is a challenging one  fraught with difficulties. If you are
considering your own entrepreneurial journey  how do you start? How do you come up with a good
idea? How do you know if your idea is good or if consumers would pay for it? Entrepreneurial
Valuation brings to life cutting-edge research on value theory  challenging the prevailing
wisdom that entrepreneurial valuation is as simple as asking consumers what they want. In fact
consumers often don't know what they (should) want. Value is a learning process  and consumers
are learning what to want over time. Entrepreneurial Valuation will teach you how to follow
consumers through this value learning process until you understand them enough to lead them on
their journey.

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