Successful business ideas are not so much about talent as about a systematic approach. The Business Idea encourages new ways of thinking when it comes to entrepreneurship and innovation. Too many ventures originate in the solutions the entrepreneur has to offer and not in the problem the...

This book explains how the concept of mutuality is quickly becoming a fundamental principle in marketing. It presents useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities