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There’s an entrepreneur in all of us.

Joshua Gans (University of Toronto) Erin Scott (MIT), and Scott Stern (MIT) have spent decades researching the choices and strategies that make entrepreneurs successful. They wrote this book for students–all students–to aspire to build something great as a business. Based on the author's research, practice, and teaching, Entrepreneurship, Choice and Strategy provides the student with the tools they need to make deliberate choices, form a business strategy, and move an idea from their head to the marketplace.

Fill out the form below for more information and to learn how to class test and adopt.

What makes Entrepreneurship: Choice and Strategy unique?

It inspires and impacts students with the understanding that anyone can be an entrepreneur.
- This text reflects and promotes growing diversity in he field of entrepreneurship, especially in the world of start-ups. Its examples and mini-cases showcase innovators from a variety of backgrounds and identities.

It teaches a choice-based, strategic process to getting started as an entrepreneur.
- Most students who take this course are at least curious about starting their own venture. Based on extensive research into what makes entrepreneurs successful, the authors teach students how to get started. It is organized by the way entrepreneurs make choices, the types and areas of choice that define the business, the primary paths or strategies new businesses take, and methods for combining everything into strategic action plans for actual ventures.
- The book is organized into four parts: Getting Started, Core Choices, Four Main Strategies, and Putting it to Work. This provides both a process and a resource for building a venture.

It is firmly rooted in extensive research into what causes start-ups' successes and failures.
- The materials in this book are based on the authors’ research working with and studying hundreds of start-ups over the past 20 years, as well as other current and classic research in the field. The authors want to share the approach that has driven the success of so many of their students and ventures they have worked with.

It features dynamic resources to help you teach concepts and strategies of choice. These include:
- Innovator Interviews in the ebook
- Step-by-Step worksheets
- Class-tested projects
- Lecture activities
- InQuizitive, Norton’s adaptive learning tool

Book Table of Contents

Part 1. Getting Started

1. Understanding the Power of Choice

2. Choosing Entrepreneurship

3. Choosing Opportunity

4. Choosing Strategy

Part 2. Types of Choices

5. Choosing Your Customer

6. Choosing Your Technology

7. Choosing Your Organization

8. Choosing Your Competition

Part 3. Four Strategies: How Choices Work Together

9. Intellectual Property Strategy

10. Disruption Strategy

11. Value Chain Strategy

12. Architectural Strategy

Part 4. Putting It to Work

13. From Strategy to Action

14. Financing

15. Scaling