Teaching Entrepreneurship
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Teaching Entrepreneurship

A Practice-Based Approach

Heidi M. Neck, Patricia G. Greene and Candida G. Brush

Teaching Entrepreneurship moves entrepreneurship education from the traditional process view to a practice-based approach and advocates teaching entrepreneurship using a portfolio of practices, which includes play, empathy, creation, experimentation, and reflection. Together these practices help students develop the competency to think and act entrepreneurially in order to create, find, and exploit opportunities of all kinds in a continuously changing and uncertain world. Divided into two parts, the book is written for those educators who want their students to develop a bias for action and who are willing to explore new approaches in their own classrooms. A set of 42 exercises with detailed teaching notes is also included to help educators effectively teach the practices in their curriculum.
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Chapter 5: The practice of experimentation

Heidi M. Neck, Patricia G. Greene and Candida G. Brush


Entrepreneurship is about experimenting - trying something, seeing what the results are, learning from the results, and then trying it again. Jeff Bezos, founder of Amazon.com, identifies experimentation as one of the core principles of the company. Other entrepreneurs will tell you that experimentation is imperative for their ventures, because this is how new innovations, initiatives, ideas, and opportunities are discovered or created. A new technology company would have a concept prototype, while a new organic food venture would experiment with recipes and flavors. Fashion ventures experiment with designs, fabrics, distributions, and brands, while drug companies experiment with trials and tests. Automotive companies have concept cars; food companies experiment with new foods and flavors. Tech companies often have "labs" like Google Labs; and many high-performing companies, like Google, allow their employees to experiment. Even sports teams experiment with new plays and/or players. Experimentation is everywhere and is always happening. Experimentation is, by definition, a scientific process. Merriam-Webster's Dictionary defines experiment as "a test or trial," "a tentative procedure or policy," and "an operation or procedure carried out under controlled conditions in order to discover an unknown effect or law, to test or establish a hypothesis, or to illustrate a known law."

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