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The Strategic Digital Media Entrepreneur
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Table of Contents

Preface vii Acknowledgements ix How to Use This Book xi About the Companion Websites xiii Part I Understanding the Basics of Digital Entrepreneurship 1 1 Gutenberg to Zuckerberg: Innovation and Entrepreneurship 3 2 The Story behind the Numbers 23 3 What Is a Company Worth? 47 4 The Transformed Competitive Landscape 69 Part II Creating Sustainable Strategies and Business Models 89 5 A Strategy for Dealing with the New Business Imperatives 91 6 Defining a Unique Value Proposition 107 7 Understanding Customer Relationships in a Digital World 123 8 Reaching Current and New Customers 137 9 Competing in a Networked World 149 10 Investing in Key Assets and Capabilities 163 Part III Leadership in a Time of Change 177 11 Entrepreneurial Leadership and Culture 179 12 What the Future Holds 193 How to Use the Complementary Instructional Website 207 References 209 Index 241

About the Author

PENELOPE MUSE ABERNATHY, MBA, Knight Chair in Journalism and Digital Media Economics, University of North Carolina, has more than thirty years of experience as a journalist and senior business executive at The Wall Street Journal, the New York Times, Harvard Business School Publishing and the Paley Center for Media. JOANN SCIARRINO, MBA, Knight Chair in Digital Advertising and Marketing, University of North Carolina School of Media and Journalism, has nearly thirty years of experience as a senior advertising and marketing executive, including BBDO.

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