Entrepreneurship, Brands And The Development Of Global Business


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Date: January 2008
Type: White Paper
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Overview: According to Mark Casson entrepreneur is ’Someone who specializes in taking judgmental decisions about the coordination of scarce resources’. It has been widely acknowledged that entrepreneurship and innovation are vital forces in explaining the development of big business, international business and global competitiveness of economies in general. Yet, there is little consensus of what entrepreneurial activity and innovation actually entails. This research paper draws on a ’Stretched’ definition of the entrepreneur. This paper considers that innovation is about turning opportunities into new products and services. This comes about by applying new combinations of knowledge, which are diffused within and outside firms.

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