Katalin Mihalkovné Szakács (ed.)

Business Management

Starting up, Growth, Development

COCA calculation

As we have learnt in previous sections, the early stages of a product/service’s lifecycle following its introduction are crucial if it is going to gain traction and be accepted in a market. Very often, new products/services are introduced under conditions of extreme competition and the timeframe for market acceptance and validation is very short. Hence, in addition to product development costs new enterprises are faced with marketing costs, which can quickly spiral out of control if not closely monitored. An enterprise may for example have conducted market research and identified segments to target, and then needs to decide on a marketing budget level as well as channels on how to target the given segments. In today’s technologically driven market environment this can be performed effectively through the use of online social media networks such as Tiktok and Facebook, where specific segments can be identified and targeted. Such channels are known as paid advertising channels. In pre-internet times, this consisted of mediums such as television and newspaper advertising, which were prohibitively expensive for most enterprises and still largely remain so. Social media advertising by contrast is generally affordable and charging is usually allocated on a ‘click per view’ basis. For example, various pricing options for advertisers are available on social media sites, but generally the more ‘clicks’ a product/service receives, it is more likely the advertiser has to add further advertising payments more frequently than planned.

Tartalomjegyzék

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2024

ISBN: 978 963 664 039 2

Gazdaság Idegen nyelvű

This comprehensive textbook is designed both for university students and aspiring entrepreneurs by offering a deep dive into the complexities of business management, from startup to growth and establishment. Whether you are a student of business development, a founder of a new enterprise, or someone looking to expand an existing business, this book provides you with essential insights into the entrepreneurial journey.

Divided into two parts, the textbook begins by addressing general business development topics, using a model-based approach to describe the stages of enterprise development. It then delves into specific challenges faced by startups, including the dynamics of family businesses and the intricacies of international expansion. Content is enriched with real-life examples, problem-solving tasks, and project-based learning opportunities, ensuring that students not only understand theoretical concepts but also apply them in practical scenarios.

Readers will gain a holistic understanding of the various aspects of business management, including finance, marketing, sales, logistics, and human resources. The textbook emphasizes the importance of systematic thinking, quick decision-making, and the ability to see the bigger picture, which are all crucial for achieving entrepreneurial success.

Aimed at both bachelor’s and master’s level students, as well as professionals seeking further development, this book is a valuable resource for anyone interested in mastering the art and science of business management. With its blend of theoretical foundation and practical application, Business Management: Startups, Growth, and Development is essential reading for the next generation of entrepreneurs and business leaders.

Hivatkozás: https://mersz.hu/szakacs-business-management//

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