Chapter 1

The Nature of Entrepreneurship

 Contents
1.1 Introduction
1.2 Historical Origin of Entrepreneurship
1.3 Definitions of Entrepreneurship and Entrepreneur
1.4 Types of Entrepreneurs
1.5 Role of Entrepreneurs in Economic Development
1.6 Entrepreneurial Competence and Environment
1.6.1 Entrepreneurial Mindset

1.6.2 Entrepreneurship and Environment

1.7 Creativity, Innovation and Entrepreneurship

1.7.1 Creativity
1.7. 2 Innovation

1.7.3 From Creativity to Entrepreneurship

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 1.1 Introduction
The origin of the word ‘entrepreneur’ is from a French word,
entreprender, where an entrepreneur was an individual commissioned to
undertake a particular commercial project.

Entrepreneur is someone who undertakes certain projects offers an

opening to developing an understanding of the nature of entrepreneurship.

Entrepreneurship is then what the entrepreneur does (his/her action).

Entrepreneurial is an adjective describing how the entrepreneur

undertakes what he or she does. The entrepreneurial process in which the
entrepreneur engages is the means through which new value is created as
a result of the project: the entrepreneurial venture.

Offering a specific and unambiguous definition of the term

entrepreneurship /entrepreneur presents a challenge.
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1.2 Historical Origin of Entrepreneurship
In ancient period the word entrepreneur - a person managing large commercial projects through
the resources provided to him.
In the 17th Century a person who has signed a contractual agreement with the government to
provide stipulated products or to perform service was considered as entrepreneur. In this case the
contract price is fixed so any resulting profit or loss reflects the effort of the entrepreneur.
In the 18th Century the first theory of entrepreneur has been developed by Richard Cantillon. He
said that an entrepreneur is a risk taker. If we consider the merchant, farmers and /or the
professionals they all operate at risk.
The other development during the 18 th Century is the differentiation of the entrepreneurial role
from capital providing role. The later role is the base for today’s venture capitalist.
In the late 19th and early 20th Century an entrepreneur was viewed from economic perspectives. The
entrepreneur organizes and operates an enterprise for personal gain.
In the middle of the 20th Century the notion of an entrepreneur as an inventor has established.
Meaning reform or revolutionize the pattern of production by exploiting an invention technological
possibility for producing new commodities or producing an old one in a new way or opening a
new outlet for products by reorganizing a new industry.” The concept of innovation and newness
are at the heart of the above definition.
From the historical development it is possible to understand the fact that the perception of the word
entrepreneur was evolved from managing commercial project to the application of innovation
(creativity) in the business idea.

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5
 1.3 Definitions of Entrepreneurship and Entrepreneur
Intuitively, it is known that entrepreneurship is the process and the following are some
of the definitions.
1. Entrepreneurship is the process of identifying opportunities in the market place,
arranging the resources required to pursue these opportunities and investing the
resources to exploit the opportunities for long term gains. It involves creating
incremental wealth by bringing together resources in new ways to start and operate an
enterprise.
2. Entrepreneurship is the processes through which individuals become aware of business
ownership then develop ideas for, and initiate a business.
3. Entrepreneurship can also be defined as the process of creating something different
and better with value by devoting the necessary time and effort by assuming the
accompanying financial, psychic and social risks and receiving the resulting monetary
reward and personal satisfaction. In this case an individual should come up with
something different and better in order to the named as entrepreneur.
4. Entrepreneurship is the art of identifying viable business opportunities and mobilizing
resources to convert those opportunities into a successful enterprise through creativity,
innovation, risk taking and progressive imagination. 6
Entrepreneurship is a practice and a process that results in
creativity, innovation and enterprise development and growth.
In general, the process of entrepreneurship includes five
critical elements.

These are:
1) The ability to perceive an opportunity.
2) The ability to commercialize the perceived opportunity i.e. innovation

3) The ability to pursue it on a sustainable basis.

4) The ability to pursue it through systematic means.
5) The acceptance of risk or failure.

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 Based on the above concepts of entrepreneurship, an entrepreneur can be
defined as follows:
o An entrepreneur is any person who creates and develops a business idea and takes
the risk of setting up an enterprise to produce a product or service which satisfies
customer needs.

o An entrepreneur can also be defined as a professional who discovers a business

opportunity to produce improved or new goods and services and identifies a way in
which resources required can be mobilized.

o An entrepreneur is an individual who: has the ability to identify and pursue a

business opportunity; undertakes a business venture; raises the capital to finance it;
gathers the necessary physical, financial and human resources needed to operate the
business venture; sets goals for him/herself and others; initiates appropriate action to
ensure success; and assumes all or a major portion of the risk!

o An entrepreneur is a person who: create the job not a job-seeker; has a dream, has a
vision; willing to take the risk and makes something out of nothing.
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5. Other definition, views the term entrepreneur from three perspectives; i.e.
from the economist, psychologist and capitalist philosopher’s point of
view.
i. To an economist an entrepreneur is one who brings resource, labor, materials, and
other assets into combination that makes their value greater than before and also one who
introduces changes innovations.

ii. To a psychologist an entrepreneur is a person typically driven by certain forces need to

obtain or attain something, to experiment, to accomplish or perhaps to escape the
authority of others.

iii. For the capitalist philosopher an entrepreneur is one who creates wealth for others as
well, who finds better way to utilize resources and reduce waste and who produce job
others are glad to get.

• In general, entrepreneur refers to the person and entrepreneurship defines the

process. Both men and women can be successful entrepreneurs; it has nothing to do
with gender. All entrepreneurs are business persons, but not all business persons
are entrepreneurs. 9
 1.4 Types of Entrepreneurs
• Entrepreneurship can take three different forms. They are:
1. The individual entrepreneur: is someone who started; acquired or franchised
his/her own independent organization.
2. Intrapreneur: is a person who does entrepreneurial work within large
organization. The process by which an intrapreneur affects change is called
Intrapreneurship.
There are two facts about intrapreneurship
a. The Intrapreneur’s context is often large and bureaucratic
organization
b. Intrapreneur individuals who often engage in the entrepreneurial
actions in large organizations without the blessing of their
organizations.
3. The Entrepreneurial Organization: The entrepreneurial function need not
be embodied in a physical person. Every social environment has its own way
of filling the entrepreneurial function.
• An organization that creates such an internal environment is defined as
entrepreneurial organization.

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1.5 Role of Entrepreneurs in Economic Development
Entrepreneurial development is the most important input in the
economic development of any country. The objectives of:
industrial development,
balanced regional growth, and
generation of employment opportunities are achievable through
entrepreneurial development.

Entrepreneurs are at the core of industrial development which

results in
greater employment opportunities to the unemployed youth,
increase in per capita income,
higher standard of living and
increased revenue to the government in the form of income, sales tax,
export duties, import duties etc.

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The entrepreneurs serve as a key to the creation of new
enterprises, thereby rejuvenating economy and sustaining the
process of economic development in the following ways:
• Improvement in per capita Income/Wealth Generation
• Generation of Employment Opportunities
• Inspire others towards Entrepreneurship
• Balanced Regional Development
• Enhance the Number of Enterprise
• Provide Diversity in Firms
• Economic Independence
• Combine Economic factors
• Provide Market efficiency
• Accepting Risk
• Maximize Investor’s Return

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 1.6 Entrepreneurial Competence and Environment

1.6.1 Entrepreneurial Mindset

⁂ The topic entrepreneurial mindset will address subtopics such as,

• Who becomes an entrepreneur;

• Qualities of successful entrepreneurs;

• Entrepreneurial skills;

• The entrepreneur’s task ;

• Wealth of the entrepreneur, and

• Entrepreneurship and Environment.

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 1.6.1.1 Who Becomes an Entrepreneur?
 Anyone with the following characteristics can be an entrepreneur .
1) The Young Professional:
 Increasingly young highly educated people often with entrepreneurial
qualifications are skipping the experience of working for an established
organization and moving directly to work on establishing their own
ventures.
2) The Inventor:
 The inventor is someone who has developed an innovation and who has
decided to make a career out of presenting that innovation to the market. It
may be a new product or it may be an idea for a new service. It may be a
high-tech or it may be based on a traditional technology.
3) The Excluded:
 Some people turn to an entrepreneurial career because nothing is open to
them. Displaced communities and ethnic and religious minorities have not
been invited to join the wider economic community due to a variety of
social, cultural and political and historical reasons. As a result they may
form their own internal networks, trading among themselves and, perhaps,
with their ancestral countries.

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 1.6.1.2 Qualities of an Entrepreneur
In order to be successful, an entrepreneur should have the
following qualities:
 Opportunity-seeking
 Persevering
 Risk Taking
 Demanding for efficiency and quality
 Information-seeking
 Goal Setting
 Planning
 Persuasion and networking
 Building self-confidence
 Listening to others
 Demonstrating leadership

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 The importance of quality management in entrepreneurship is
reflected in the income statement of the business. There is always a
demand for quality products and efficient services. Quality plays an
important role in this new era of globalization because it confers certain
benefits which include:

 Reduction of waste:
 Cost-effectiveness:
 An increase in market share:
 Better profitability:
 Social responsibility: and
 Reputation.
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 Goal Setting
• A Goal - is a general direction, or long-term aim that you want to accomplish. It is not
specific enough to be measured. It is large in scope, not necessarily time-bound, and is
something that people strive for by meeting certain objectives which will hopefully add
up to eventually achieving the goal.

• Objectives - are specific and measurable. They are concise and specific. Think of the
word “object.” You can touch it, it’s there, it’s actual, and it’s finite.

• An entrepreneur must have a goal and an objective which is specific, measurable,

attainable relevant, and time bound (SMART).

 Specific: great goals are well-defined and focused.

 Measurable: a goal without a measurable outcome is like a sports competition
without a scoreboard or scorekeeper. Numbers are an essential part of business.
 Attainable: far too often, entrepreneurs can set goals which are beyond their
reach. Dream big and aim for the stars but keep one foot firmly based in
reality.
 Relevant: achievable business goals are based on the current conditions and
realities of the business climate.
 Time-Based: business goals and objectives just don’t get done when there’s no
time frame tied to the goal-setting process.
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• Persuasion is a way of convincing someone to get something or make a decision in your favor. It is inducing
or taking a course of action or embracing a point of view by means of argument, reasoning, or entreaty; to
convince; to succeed in causing a person to do or consent to something; to win someone over, as by reasoning
or personal forcefulness; to cause to believe; to induce, urge, or prevail upon successfully.

Persuasion is important in business when;

 We purchase goods from people
 We sell goods to people
 We need support from people
 We work with people.
 Without people, be they are suppliers, workers, and most importantly customers, there is no business.

• Networking is an extended group of people with similar interests or concerns who interact and remain in
informal contact for mutual assistance or support. In a business environment where we are in, we network
with customers, suppliers, competitors, various firms, different organizations, government offices and family,
etc.

Factors that Affect Persuasion and Networking

 Socio-cultural background and perceptions
 Communication skills (both verbal and non-verbal).
 Negotiation skills

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 Characteristics of a Self-confident Person
♯ A person with self-confidence may exhibit some of the following
characteristics:
 Risk-taking: willing to take risks and go the extra mile to achieve
better things.
 Independent: entrepreneurs like to be their own masters and want to
be responsible for their own decisions.
 Perseverance: Ability to endure and survive setbacks and continue to
build confidence in whatever you do in your business.
 Able to learn to live with failure. Entrepreneurs are going to make
mistakes. They are human. But they learn from these mistakes and then
move on.
 Ability to find happiness and contentment in work.
 Doing what you believe to be right, even if others mock or criticize
you for it.
 Admitting mistakes and learning from them.
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 1.6.1.3 Entrepreneurial Skills
⁎ A skill is simply knowledge which is demonstrated by action. It is
an ability to perform in a certain way.
⁎ An entrepreneur is someone who has a good business idea and can turn that idea
into reality.
⁎ To be successful, an entrepreneur must not only identify an opportunity but also
understand it in great depth.
⁎ He or she must be able to spot a gap in the market and recognize what new
products or services fill the gap. He or she must know what features it will have
and why they will appeal to the customer. The entrepreneur must also know how
to inform the customer about it and how to deliver the new offerings.

⁎ All this calls for an intimate knowledge of a particular sector of industry. Turning
an idea into reality calls upon two sorts of skills, these are:

♯ General management skills &

♯ People management skills

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 I. General Management Skills
⁂ These are skills required to organize the physical and financial resources
needed to run the venture. Some of the most important general management
business skills are:
 Strategy Skills – an ability to consider the business as a whole, to understand how it fits
within its market place, how it can organize itself to deliver value to its customers, and the
ways in which it does this better than its competitors.
 Planning Skills – an ability to consider what the future might offer, how it will impact on
the business and what needs to be done to prepare for it now.
 Marketing Skills – an ability to see past the firm’s offerings and their features, to be able to
see how they satisfy the customer’s needs and why the customer finds them attractive.
 Financial Skills – an ability to manage money; to be able to keep track of expenditure and to
monitor cash-flow, but also an ability to assess investments in terms of their potential and their
risks.
 Project Management Skills – an ability to organize projects, to set specific objectives, to
set schedules and to ensure that the necessary resources are in the right plat of the right time.
 Time Management Skills – an ability to use time productively, to be able to priorities
important jobs and to get things done to schedule.

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 II. People Management Skills
⁂ A business can only be successful if the peoples who make it up are properly directed and
are committed to make an effort on its behalf. An entrepreneurial venture also needs the
support of people from outside the organization such as customers, suppliers and investors.

⁂ To be effective, an entrepreneur needs to demonstrative a wide variety of skills in the way

he/she deals with other peoples. Some of the more important skills we might include under
this heading are:
 Communication Skills – an ability to use spoken and written language to express ideas and
inform.
 Leadership Skills – an ability to inspire people to work in a specific way and to undertake the
tasks that are necessary for the success of the venture.
 Motivation Skills – an ability to enthuse people and get them to give their full commitment to
the tasks in hand.
 Delegation Skills – an ability to allocate tasks to different people. Effective delegation involves
more than instructing.
 Negotiation Skills – an ability to understand what is wanted from a situations, what is motivating
others in that situation and recognize the possibilities of maximizing the outcomes for all parties.

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 • All these different people skills are interrelated.
Here entrepreneurial performance
results from a combination of :
industry knowledge,
general management skills;
people skills and
personal motivation

• The successful entrepreneur must

not only use these skills but learn
to use them and to learn from
using them.

• Entrepreneurs should constantly

avoid their abilities in these areas,
recognize their strengths and
weaknesses, and plan how to
develop these skills in the
future.

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 1.6.1.4 The Entrepreneurial Tasks
♯ We recognize entrepreneurs, first and foremost, by what they actually do
– by the tasks they undertake. A number of tasks have been associated
with the entrepreneur.
♯ Some of the more important are:

1) Owning Organizations

2) Founding New Organizations

3) Bringing Innovations to Market

4) Identification of Market Opportunity

5) Application of Expertise

6) Provision of leadership

7) The entrepreneur as manager

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 1.6.1.5 Wealth of the Entrepreneur
♯ Wealth is money and anything that money can buy. It includes money, knowledge and
assets of the entrepreneur.

• Who Benefits from the entrepreneur’s Wealth? No entrepreneur works in a vacuum.

Peoples who have a part to play in the entrepreneurial venture generally are called
stakeholder. The stakeholder groups are;
o employees,
o investor,
o supplier,
o customer,
o the local community and government.
1) Employees: contribute physical and mental labor to the business. Success of the
entrepreneurial venture depends on their effort and motivation. Therefore, they are
rewarded with:
 Money – their wage or salary
 The possibility of owning a part of the firm through share schemes.
 A stage of which they can develop social relationships.
 The possibility of personal development.
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 Contd.,
2) Investors: these are the peoples (stockholders and lenders) who provide the entrepreneur
with the necessary money to start the venture and keep it running.

 Stockholders/Shareholders are those who buy the stock of the company and are true owners and
obtain return when the business performs.

 Lenders/Creditors, on the other hand, are people who offer money to the venture on the basis of loan
& obtain their return is independent of the businesses performance b/c they have priority.

3) Suppliers: are those who provide the business with the materials, productive assets and
information it needs to produce its output and paid for providing these inputs.

4) Customers: may need to make an investment in using a particular supplier. Changing

supplier may involve switching costs and supplier, risk of quality and expenses incurred in
changing over to new inputs. The entrepreneur may reward customers by offering
• quality products,
• fair prices,
• regular and consistency of supply,
• loan arrangement etc.
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 Contd.,
5) The local community: business has physical locations and the way they operate
may affect the people who live and other businesses which operate nearby.
 A business has a number of responsibilities, which may be defined or not in
national laws, to this local community. Such as:

 Not polluting their shared environment

 Contributing and sponsoring local development activities
 Contribution for political and cultural stabilities and economic
improvements
 Acting in an ethical way.

6) Government: the responsibility of government is to ensure that businesses can

operate in an environment which has political and economic stability, and
provides central services such as education and health-care.
• These activities cost money to provide. Therefore, government should be rewarded
for its services. Hence, government taxes individuals and businesses.

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 1.6.2 Entrepreneurship and Environment
 Business environment refers to the factors external to a business
enterprise which influence its operations and determine its
effectiveness. Business environ­ment may be healthy or
unhealthy.

 Healthy business environment means the conditions are favorable to the growth of
business whereas unhealthy environ­ment implies conditions hostile or unfavorable
to business operations.
 Business and its environment interact with each other. Economic system and other
condi­tions in the environment determine the success of business enterprises.
 The firm and its management have to adjust to the conditions prevalent around it.
However, business enterprises try to influence and shape the environment. Suc­
cessful working of business concerns improves the economic and social condi­tions
in the country.
 No business concern can ignore the environment around it
except at its own peril.

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 A study of business environment offers the following benefits

1. It provides information about environment which is essential for

successful operation of business firms.

2. It opens up fresh avenues for the expansion of new entrepreneurial

operations. The entrepreneurs may come forward with new ideas and with
new ventures when they find environment suitable to their enterprises.

3. Knowledge about changing environment enables businessmen to adopt a

dynamic approach and maintain harmony of business operations with the
envi­ronment.

4. By studying the environment entrepreneurs can make it hospitable to the

growth of business and thereby earn popular support.

Thus, the entrepreneur should continuously study the nature of

environment and its influence on business.

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 1.6.2.1 Phases of Business Environment
 Business environment may be classified into two broad categories; namely,
• External; and
• Internal environment B. Internal Environment
A. External Environment Internal environment is the environment
• It is the environment which is which is under the control of a given
external to the business and organization.
hardly to influence Raw Material
independently. The following Production/Operation
are the components of external Finance
environment: Human Resource

• Economic Environment
• Legal Environment
• Political Environment
• Socio-Cultural Environment
• Demographic Environment

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 External Environment
i) Economic Environment :- is of multidimensional nature. There is a close relationship between a
business firm and the economic environment around it.

ii) Legal Environment:- business must function within the framework of legal structure. Therefore, an
adequate knowledge of laws and rules is necessary for efficient managerial performance.

iii) Political Environment:- in a democratic country, politics cannot be ignored. Managers and
entrepreneurs should understand the working of the political system and public opinion. Such
understanding and concern for national problems will help them in the long run in discharging their
responsibilities to the satisfaction of the public.

iv) Socio-Cultural Environment:- consists of the social and cultural norms of a society in a given
period of time. The variables that are appraised are values, beliefs, norms, fashions and fads of a
particular society. It can help in understanding the level of rigidity/flexibility of a given society
towards a new product/service/concept.

v) Demographic Environment:- assesses the overall population pattern of a given geographical

region. It includes variables like age profile, distribution, sex, education profile, income distribution
etc. The demographic appraisal can help in identifying the size of target customers.

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 B. Internal Environment
i) Raw Material: assesses the availability of raw material now and in the near
future.

ii) Production/Operation: assesses the availability of various machineries,

equipment, tools and techniques that would be required for production/operation.

iii) Finance: assesses the total requirements of finance in terms start-up expenses,
fixed expenses and running expenses.

iv) Human Resource: assesses the kind of human resources required and its demand
and supply in the market. This further helps in estimating the cost and level of
competition in hiring and retaining the human resources.

As stated above, the objective of environmental scanning should be to gather

information from as many sources as possible and to maximize this information
for enhanced probability of success in the business.
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1.6.2.2 Environmental Factors Affecting Entrepreneurship

A complex and varying combination of financial, institutional, cultural and

personality factors determines the nature and degree of entrepreneurial
activity at any time.

The personal backgrounds of the entrepreneurs are determined mainly by the

environment in which they are born and brought up and work. A multitude of
environmental factors determine the entrepreneurial spirit among people.

The entrepreneurs in turn create impact on the environment. The interaction

between the entrepreneur and his environment is an ongoing process.

At any given point of time, the entrepreneurs derive meanings from the
environment prevailing at that time and try to adapt and/or change the
environment to suit their needs.

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Some of the environmental factors which hinder entrepreneurial growth are given below:
 Sudden changes in government policy.
 Sudden political upsurge.
 Outbreak of war or regional conflicts.
 Political instability or hostile government attitude towards industry.
 Excessive red tape and corruption among government agencies.
 Ideological and social conflicts.
 Unreliable supply of power, materials, finance, labor and other inputs.
 Rise in the cost of inputs.
 Unfavorable market fluctuations.
 Non-cooperative attitude of banks and financial institutions.

Entrepreneurship is environmentally determined. The most important essential

for entrepreneurial growth is the presence of a favorable business environment.
A healthy business environment requires active social and cultural behavior of
the people, efficient economic conditions, helpful motivating government
policies, etc. When environment mitigates entrepreneurship it must be modified.
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 1.7 Creativity, Innovation and Entrepreneurship
These three terminologies are chronologically interrelated and it is very important to
look in to them to get their full picture.
1.7.1 Creativity
• Creativity is defined as the tendency to generate or recognize ideas, alternatives, or possibilities
that may be useful in solving problems, communicating with others, and entertaining ourselves and
others.
• Creativity is the ability to come up with new idea and to identify new and different ways of
looking at a problem and opportunities. It is a process of assembling ideas by recombining
elements already known but wrongly assumed to be unrelated to each other. This definition has
several key elements that are worth considering:

 Process: creativity is a process (implying among other things, that it is more like a skill than an
attitude, and that you can get better at it with practice)
 Ideas: creativity results in ideas that have potential value (more fundamental qualities of
thinking)
 Recombining: the creative process is one of putting things together in unexpected ways
(uniqueness of those alternatives).

 Thus, creativity is the development of ideas about products, practices, services, or

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 1.7.1.1 Steps in the Creative Process
Step1: Opportunity or problem Recognition: a person discovers that a new opportunity exists
or a problem needs resolution.

Step2: Immersion: the individual concentrates on the problem and becomes immersed in it.
He or she will recall and collect information that seems relevant, dreaming up alternatives
without refining or evaluating them.

Step 3: Incubation: the person keeps the assembled information in mind for a while. He or she
does not appear to be working on the problem actively; however, the subconscious mind is still
engaged. While the information is simmering it is being arranged into meaningful new patterns.

Step 4: Insight: the problem-conquering solution flashes into the person’s mind at an
unexpected time, such as on the verge of sleep, during a shower, or while running. Insight is
also called the Aha! Experience.

Step 5: Verification and Application: the individual sets out to prove that the creative solution
has merit. Verification procedures include gathering supporting evidence, using logical
persuasion, and experimenting with new ideas.

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 1.7.1.2 Barriers to Creativity
 Be aware that there are numerous barriers to creativity, including:
1. Searching for the one ‘right’ answer
2. Focusing on being logical
3. Blindly following the rules
4. Constantly being practical
5. Viewing play as frivolous
6. Becoming overly specialized
7. Avoiding ambiguity
8. Fearing looking foolish
9. Fearing mistakes and failure
10. Believing that ‘I’m not creative

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 1.7. 2 Innovation
 Innovation lies at the heart of the entrepreneurial process and is a means

to the exploitation of opportunity.

 It is the implementation of new idea at the individual, group or organizational

level. Innovation is a process of intentional change made to rate value by
meeting opportunity and seeking advantage.

 There are four distinct types of innovation, these are as follows:

 Invention - described as the creation of a new product, service or process
 Extension - the expansion of a product, service or process
 Duplication - a replication of an already existing product, service or process.
 Synthesis - the combination of existing concepts and factors into a new formulation.

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 1.7.2.1 The Innovation Process
1. Analytical planning: carefully identifying the product or service
features, design as well as the resources that will be needed.

2. Resources organization: obtaining the required resources, materials,

technology, human or capital resources

3. Implementation: applying the resources in order to accomplish the

plans

4. Commercial application: the provision of values to customers,

reward employees and satisfy the stakeholders.
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 1.7.2.2 Areas of Innovation
The following are some of the major areas in which valuable
innovation might be made.

A. New product: can be developed through new or existing technology. The new product
may offer a radically new way of doing something or it may simply be an improvement
on an existing item. The new product must offer the customer an advantage if it is to be
successful.

B. New Services: a service is an act which is offered to undertake a particular task or solve
a particular problem.

C. New Production Techniques: the way in which a product is to be manufactured. A new

production technique should allow the end user to obtain the product at a lower cost, or
a product of higher quality or better service in the supply of the product.

D. New Way of Delivering the Product or Service to the Customer: Customer can only
use product/service they can access. A common innovation is to take a more direct
routine by cutting out distributors or middlemen.

40
 Contd.,
E. New Operating Practices: innovation in service delivery to address customers need and
offer them improved benefits, for example easier access to the service, a higher quality
service, a more consistent service, a faster or less time consuming service etc.

F. New Means of Informing the Customer about the Product: people will only use a product
or service if they know about it. Demand will not exist if the offering is not properly promoted
to them. Promotion consists of two parts; a message what is said and a means – the route by
which that message is delivered.

G. New Means of Managing Relationship within the Organization: any organization has a
wide variety of communication channels running through it. The performance of the
organization will depend to a great extent on the effectiveness of its internal communication
channels. These communication channels are guided by the organization’s structure.

H. New Ways of Managing Relationships between Organizations: organizations sit in a

complex web of relationships to each other. The way they communicate and relate to each
other is very important.
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 1.7.3 From Creativity to Entrepreneurship
 Creativity is the ability to develop new ideas and to discover new ways of looking at
problems and opportunities.

 Innovation is the ability to apply creative solution to those problems and opportunities
in order to enhance people’s lives or to enrich society.

⁂ Entrepreneurship = creativity + innovation.

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