About Book

The 21st century has witnessed a magnificent rise in start-up companies. More and more entrepreneurs are emerging and marketing their business. Entrepreneurship refers to an individual's ability to turn ideas into action. The entrepreneurship competence includes transversal skill and attitudes as well as more specialized knowledge and business skills. Entrepreneurship education programs are tend to focus on building knowledge and skills about entrepreneurship and target secondary or higher education students and on building knowledge and skills to start or operate an enterprise. Entrepreneurship education and training represents both academic education and formal training interventions that share the broad objective of providing individuals with the entrepreneurial mindsets and skills to support participation and performance in a range of entrepreneurial activities. This book aims to provide knowledge about the process of creating and growing a new venture. It explores strategic marketing framework, cross-cultural perspective, entrepreneurship education, projection methods, entrepreneurship potential, invigorating innovation and entrepreneurial creativity. This focused book concentrates on giving readers a clear understanding of entrepreneur and entrepreneurship while providing a broad survey of all the major topics of the field. It is written in a clear, friendly style that progresses step-by-step through all of the major topics. The topics included in this book on entrepreneurship are of utmost significance and bound to provide incredible insights to readers. It will serve as a valuable source of reference for aspiring entrepreneurs and anyone else interested in the field.

Preface............................................................................................................v

Chapter 1 An Integrated Model for Invigorating Innovation and Entrepreneurship in Higher Education.................................................1

Abstract...................................................................................................1

1. Introduction............................................................................................2

2. Entrepreneurship and innovation in higher education:

history, meanings and contexts..........................................................3

3. The research study..............................................................................10

4. Areas for future direction of research............................................20

Acknowledgements.............................................................................20

Conflict of interest..............................................................................21

Chapter 2 Entrepreneurship in Higher Education: The Effect of Academy, Motivation, Resources, Incentives, and Self-Efficacy in the Entrepreneurship Potential.....................................................................23

Abstract.................................................................................................23

1. Introduction..........................................................................................24

2. Development........................................................................................25

3. Method..................................................................................................31

4. Results...................................................................................................35

5. Discussion.............................................................................................40

Chapter 3 Higher Education, Entrepreneurship and Learning by Practice: Collaborative Work from the Stakeholders’ Point of View..........49

Abstract.................................................................................................49

1. Introduction..........................................................................................50

2. “Third mission”, entrepreneurship and stakeholders.................51

3. Methodology........................................................................................53

4. Academic stakeholders, employability and entrepreneurship...55

5. Final remarks.......................................................................................60

Chapter 4 Entrepreneurship Education within Higher Education Institutions

(HEIs)...........................................................................................................63

Abstract.................................................................................................63

1. Introduction..........................................................................................63

2. Is developing successful entrepreneurs through HEI study ........

feasible?.................................................................................................65

3. The role of HEIs in developing successful entrepreneurs..........67

4. The systematic framework of entrepreneurship education in

developing successful entrepreneurs..............................................69

Chapter 5 Customer Orientation of Current and Future Entrepreneurs

in Research Using Projection Methods — Implications for

Education.....................................................................................................74

1. Introduction..........................................................................................74

2. Education and the development of entrepreneurship.................75

3. Restrictions on the effectiveness of entrepreneurship

education...............................................................................................77

4. The role of cognitive structures.......................................................78

5. Customer orientation..........................................................................83

6. Research method.................................................................................85

7. Research course...................................................................................87

8. Analysis of research results..............................................................89

9. Study results — Students..................................................................90

10. Study results — Entrepreneurs........................................................97

11. Consumer orientation competency level......................................102

12. Conclusion..........................................................................................103

Chapter 6 Entrepreneurship Education as Learning to Form Identities —

Cross-Cultural Perspective....................................................................108

1. Introduction........................................................................................108

2. Problems of the study and its field of application....................110

3. Research design.................................................................................111

4. Method................................................................................................112

5. Conclusions........................................................................................129

Chapter 7 Entrepreneurship Education and Pupils′ Attitudes Towards

Entrepreneurs .........................................................................................136

1. Introduction ......................................................................................136

2. The Norwegian strategy on entrepreneurship education .......138

3. Design and variables .......................................................................140

4. Empirical findings ...........................................................................144

5. Conclusion .........................................................................................149

Chapter 8 Entrepreneurial Intentions: The Role of the Cognitive

Variables ..................................................................................................154

1. Introduction ......................................................................................154

2. Entrepreneurial intention ...............................................................158

3. The cognitive approach ..................................................................160

4. The study ..........................................................................................168

5. Conclusion .........................................................................................175

Chapter 9 Attractiveness of European Higher Education in Entrepreneurship: A Strategic Marketing Framework ....................................................186

1. Introduction........................................................................................186

2. Objectives and methodology .........................................................190

3. Entrepreneurship education in Europe .......................................191

4. The demand for European entrepreneurship education .........195

5. The developed strategic marketing framework ........................198

6. Conclusion and marketing implications .....................................203

7. Acknowledgement ...........................................................................203

Chapter 10 Interfirm Alliances: A Collaborative Entrepreneurship Perspective ...............................................................................................207

1. Introduction .......................................................................................207

2. Principal theories .............................................................................210

3. Interfirm alliances ............................................................................215

4. Resources, capacities and competences .......................................218

5. Entrepreneurial orientation.............................................................221

6. Alliances as collaborative entrepreneurship ...............................224

7. Concluding remarks and model of an-alysis .............................227

8. Acknowledgements .........................................................................228

Chapter 11 Entrepreneurial Creativity as Discovery and Exploitation of Business Opportunities ........................................................................238

1. Introduction ......................................................................................238

2. Theoretical background — entrepreneurship as the creation of

new business ....................................................................................240

3. Processing of business opportunity

— a creative or rational undertaking ..........................................242

4. Creativity as a research topic ........................................................245

5. Entrepreneurial creativity – entrepr-eneur’s capacity to generate

novel economic artefacts ................................................................253

6. Discussion .........................................................................................259

Citation......................................................................................................267

Index...........................................................................................................269

About Author

Isaack McMillan is a Visiting Professor & Business Expert based at Dublin, in the field of Social Psychology and Entrepreneurship. He has received his Ph.D. in Business Administration from Public University, Tilburg. His research interests are entrepreneurship and innovation management. He has authored numerous articles on entrepreneurship education published in international journals and research papers. He has been an eminent speaker in seminars across Europe, United States, Canada and Middle East.