In this unique and original Advanced Introduction, Robert Hisrich pinpoints the essential principles of forging a new venture in an existing corporate context. In this environment, starting and operating a new business includes considerable risk and requires effort to overcome inertia to create something new of value both to the organization as well as to the market and the individuals. This accessible and practical guide to the nature of the entrepreneurial process discusses the basic aspects of corporate venturing before diving into topics such as innovation, creativity, opportunity analysis, market disruption, and the critical development of business plans. The result is an applicable illustration of how an individual might organize, control and effectively implement a corporate venture, including methods for evaluating results and using creative problem solving.

This highly readable guide will be an invaluable text and resource for students of entrepreneurship, strategy and innovation.