World economics and the industrial environment has recently created a fertile ground for the creation of new enterprises and start-ups. This book skilfully identifies the challenges of building a new business venture from an idea to a marketable product.

It highlights

• Robust methods for keeping up with innovation;

• Designing new ways to grow, improve and market your product; and

• Managing the changes in the business environment, market dynamics and other uncertainties.

The volume is rich with examples and case studies of many small and large businesses. It further reflects on the business and entrepreneurship ecosystem, the challenges and opportunities in India, entrepreneurship and women, e-commerce, the new generation of entrepreneurs, and exit strategies for entrepreneurs.

An essential guide for entrepreneurs and professionals working in business management and marketing communications, as well as scholars of business administration and financial sciences, this book by an industry expert offers many new and practiced approaches, examples and lessons for innovative thinking and breaking new ground in business.