Feasibility Study for Launching New Watermelon Drink in the Food Industry

This business plan focuses on conducting a feasibility study for launching a new watermelon drink in the food industry. It includes an analysis of market conditions, industry attractiveness, and critical success factors. The plan explores the benefits of the new drink to customers and assesses the market through a PESTEL analysis, considering political, economic, social, technological, and legal factors.

Business Plan

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................3
INTRODUCTION...........................................................................................................................4
Aim of the report..........................................................................................................................4
Scope of the report ......................................................................................................................4
Business description.....................................................................................................................4
Critical analysis of feasibility .....................................................................................................4
Market analysis............................................................................................................................6
Industry attractiveness ................................................................................................................9
Prospects and challenges............................................................................................................11
Business Model..........................................................................................................................11
Strategy......................................................................................................................................12
Open for exit strategy.................................................................................................................12
Main issues for starting new venture.........................................................................................13
Cash flow statement and break even point................................................................................14
Challenges of Harnessing Intrapreneurship...............................................................................15
Factors related with the Intrapreneurial atmosphere..................................................................15
Control.......................................................................................................................................15
Change.......................................................................................................................................15
Competences and capabilities....................................................................................................15
Strategies, Competitive advantage and superior performance...................................................15
Reflection...................................................................................................................................16
Conclusion.....................................................................................................................................16
REFERENCES .............................................................................................................................17

EXECUTIVE SUMMARY
Food industry is a complex and global collective of different type of processes which are
supplying most of the food that are consumed by individuals. Food business has a wide variety
of opportunities for business owners to establish successful organisations. There are different
restaurants and cafe which is opening every day and it is not very difficult to establish success in
food industry. On the other hand, launching new products and dishes or drinks in restaurant will
be helpful in attracting customers. The food industry has the opportunity for managing the
customers effectively by providing good quality products and drinks within market. It is
important for the businesses starting new venture within market to meet the needs and demands
of the customers. There are opportunities for the food industry to establish a good business
within market. In context of the new business venture, it is seen that there is need for
management and administration for handling the success of business effectively.

INTRODUCTION
The following presentation includes a business plan that depends upon the food and
beverage innovation (Audretsch, Heger and Veith, 2015). This idea includes the plan for making
new drink and launching it in market. The business plan for the following report is launch of new
drink naming fresh melon juice. The budget specified for this is £50.
Aim of the report
The aim of report is to conduct a feasibility study for new business venture by
introducing a new product or service within the organisation.
Scope of the report
The scope of this report is to conduct the feasibility study for analysing the best way to
launch the new drink within market for grabbing success within market.
Business description
The business venture is going to start business in which new drink i.e. watermelon fresh juice is
launched within the market. This business has a lot of opportunities that have to be appropriately
managed and handled for reaching success. It is concluded that business organisation is aiming
to grab customers and earn lot of money.
Benefits of new watermelon drink to customer
The new watermelon drink is healthy and it will attract health conscious people. It is helpful in
hydrating the body for longer time. Watermelon contains nutrients and beneficial plant
compounds. This will provide benefit to customers. This also contains some compounds which
are helpful to prevent cancer. Thus, watermelon drink will be able to attract customers easily.
Critical analysis of feasibility
Mulin’s Seven Domain model
The seven domains model was given by John Mullins. this model was developed for those
entrepreneurs who are interested in starting a new business and need guidance how to decide
whether to launch the new product in market or not. There are basically following type of
categories which are given according to this model for checking the feasibility of new drink or
product (Yang, 2016). The seven domains are mentioned below- Market domain or macro level – According to the first domain, it is analysed that the
market is attractive from a macro level or not. Also, since this domain looks at recent

growth or if the previous growth is likely to continue, it will be helpful in understanding
the market as whole. Basically, in this domain, the company will analyse if the market
conditions are favourable for its growth. This analysis helps in determining whether the
new market is feasible for the new product launch or it will decline the growth of
company. Market domain or micro level - this includes sector market benefits and attractiveness.
According to this domain, it is seen that market segment on a micro level is beneficial for
the new product or not. The segment of the market that is most likely to benefit from the
venture include young adults who are conscious about their health as well as children.
The respective venture is different from other competitors operating in the market as it
will offer the product in an attractive packaging as well as also provide various offers on
the first purchase. It is essential to take different types of data while analysing the market
domain as it directly affects the sales data and customer insights. Industry domain or macro level- according to this domain, there is focus on
attractiveness of entering into to industry at a micro level. This includes the difficulty in
entering the new industry. This basically affects the competition while entering into new
business. There is fierce competition within the food industry and this information is
based on the data which is available through various online websites. In order to assess
the factors that can affect the overall profitability of the business, it is important to define
the industry that the brand will be competing in. The rivalry in the industry is not very
fierce because there are not many brands that offer watermelon juice. Moreover, there are
various kind of theft of strategies as well as ideas among the competitors. The new
organisations entering into food industry I have to face a lot of competition (Tumbas,
Berente and Brocke, 2018). Also, the main competitors of the respective business
ventures are the local cafes as well as juice centres that offer a variety of juices to the
customers. Their strengths is that they offer different fruit juices and a considerable base
of customers. On the other hand, the various weaknesses include that some of the
business ventures do not offer a seating area and are offer take away. Industry domain or micro level- this is the last industry domain which is considered on a
micro level which includes sustainable advantage. This includes how is lead the
competition within the industry can duplicate the service or product which organisation is

offering. Therefore, in order to build and sustain a USP for the business, a market
research will be conducted. Also, in order to sustain the same, the customers will be
asked for their feedback from time to time. Team domain- This includes machine, aspirations and propensity for risk. This includes
the way a by which processes are used within the organisation. The main reason for
starting this business is to make healthy fruit and watermelon juice available to the
customers who are conscious about their health, want to maintain a healthy dietary intake
and look for affordable options. This includes different factors for the new service or
product while entering into new domain or industry. This focuses on the team of the
organisation that is willing to work hard for success of new drink offered to the
customers (Ratten and Dana, 2017). Team domain: this includes ability for executing on critical success factors. This is
associated with the factors for the new service or product and it also includes the analysis
of internal team for delivering the new service. There are certain decisions, that can
significantly harm the business if they get wrong. For example, if the decision regarding
the target market is not taken effectively, the sales of the business will go down and as a
result, the profitability will also get affected. This includes if the gaps in decision making
ability or talent are not proper then it is difficult to position product or drink in effective
manner.
 Team domain: connectedness up, down, across value chain - this is the last domain
which is considered for relationships of value chain. Different factors included in value
chain are investors, suppliers and distributors, customers and competition. The local
suppliers will be contacted for supplying the raw materials for the business. This includes
analysing the connections and what are the ways in which they will be e hurting the
business while preparing for potential conflicts.
From the above model, it is analysed that new drink i.e. watermelon drink can be e
launched within market and it will be a good success in restaurant industry. It is advisable for the
organisation to provide it with full quality so that customers will be attracted towards this drink
(Audretsch, 2015).
Market analysis
PESTEL analysis

The new drink which is required to be launched will contain pressed watermelon juice in it
as well. Watermelon is a great fruit which contains high water level. It is preferred by a number
of health conscious people. In this product 100% organic products with no added preservatives in
it. It doesn’t even contain any kind of added colouring in the drink. The juice produced will
contain two kinds of watermelon flavours. One of them is spicy watermelon lemon cayenne
whereas the second one is cool watermelon cucumber basil. The juice will be certified by various
organisations for food industry. The GMO as well as USDA organic will also be available at the
restaurants (Röschenthaler and Schulz, 2015). This is perfect for changing environment in this
environment and has a huge customer base already present for it in market. There are a number
of concepts and models which can be applied on product before it is launched in the
market.PESTLE analysis is conducted here on this product. PESTLE analysis is an external
analysis which includes all the factors in environment affecting business activities as well as
operations. There are a number of factors in environment which can either positively or
negatively affect functioning of a business (Ateljevic and Li, 2017). All these factors help the
company to know what are those steps a company need to takes in future in order to make a
effective strategy. The company here is also conducting personal decision its products before
launching it in the market market. Food and average industry will help in analysing all the
products in the industry in comparison with this new product launched by the company. Below
mention is the PESTLE analysis conducted on this company:
Political factors: It includes a lot of factors which can be new taxes, duties, fiscal policies,
trade tariffs etc. while dealing in the market of food and beverages it is required by this company
to adopt all the rules and regulations which are issued by government of the country. This will
help the company to deal with any changes in the market and also gain positive reaction from the
government of country (Ratten, 2017). The new product watermelon juice is going to launch
within UK market and here, the political stability is present. There is no problem that will be
faced by watermelon juice company within UK market. The United Kingdom is a politically
strong and stable country and has a proactive government. But Brexit has caused many
uncertainties, so the business will have to face certain consequences.
Economic factors: It can be affected by inflation, gross domestic product of an economy,
taxes charged, foreign direct investment, interest-rate, foreign exchange rates, economic growth
patterns and many more. The company which is going to launch the new drink, watermelon juice

within market need to focus on the economy of country in which the product is going to be
launched. The demand, inflation rate, interest rate of UK are feasible for watermelon drink to be
launched. The business owner will have to be aware about the different changes in the economy
of the country. Therefore, the business will be able to attract a significant amount of customers.
As a result, the overall profitability will increase.
Social factors: It includes the cultural trends, demographics, analysis of population and
many more such factors. The taste and preference of customer is also analysed under this factor.
Buying trends these days are dynamically changing which have a great effect on revenues of any
company. It is important to take into account the various social factors like gender, income and
education levels, age etc. This is because these factors can significantly affect the overall
profitability as well as the number of customers of the business. Healthy eating and healthy
living is major trend going on in the market these days. The new watermelon drink is perfectly
fits for this ongoing trend of healthy consumption. It will definitely bring in many customers for
the company who want to stay healthy (Durkin and Gunn, 2016).
Technological factors: In this factor all the innovations and new technology brought in the
market these days are considered. Major factors include automation, research and development,
technological awareness in the market. People in the United Kingdom are technologically
advanced as many of them have access to the latest technology. This will be beneficial for the
business because promotions can be done in an effective manner and gain the attraction of a
greater number of customers. It is basically a new trend or innovation brought in products,
services, processes or communication of the product in the market. Watermelon juice will be
produced by using new juicing technology. This will help in removing juice quickly and serving
it to customers. Although these innovations and technological advancement require huge
investment but it will definitely maximize profits for the company.
Legal factors: There are a number of laws which can affect a business environment which
differs from country to country. Organizations operating in the United Kingdom are expected to
adhere to ceertain rules and legislation. Not complying with the same can lead to creating various
consequences that can affect the business in a negative manner. For this industry all the legal
policies required in food and beverages are to be followed. The company is using a patent for
secrecy of its formula for watermelon juice. Other than this, there are many other laws such as

labour law, advertising laws, compensation laws to be followed by company (Burns and
Dewhurst, 2016).
Environmental factors: These aspects of analysis differs from industry to industry. It is
majorly applicable in farming, agriculture and tourism industry. Company needs to adopt a
Number of Environmental laws as well as liability laws in order to run their business smoothly.
They cannot over utilise any resource or extract depleting resources from the environment for the
purpose of their production (Jones, 2017). Watermelon juice will be served in biodegradable
glasses as they will not harm environment. Also, customers are increasingly becoming conscious
about the environment and look for products that are environment friendly and would not cause
any harm to the same. Thus, by offering watermelon juice in biodegradable glasses, the business
venture will be able to attract a greater number of customers.
Industry attractiveness
Porters five forces model
According to this model, there are various factors which affect the food industry and help
in developing business strategies. Porter told that there is need of developing a good business
model if any company wants to be successful within market. The five factors of porter's model in
context of new business venture and new watermelon drink are mentioned below-
 Competition among the competitors - there is need of having a competitive strategy
which is helpful in affecting competitors and providing the company a competitive edge
(Etzkowitz and Zhou, 2017). This will help in having a good reputation over other
companies working in the same industry. In context of food industry, there is fierce
competition and if companies want to exist in market, they have to launch new products
or dishes in market. The new watermelon drink can easily attract more number of
customers. This is a strong force because the level of competition in the market for the
new business venture is high. There are a lot of businesses that offer similar products to
the customers. And if the competitive rivalry among competitors will continue to grow,
they will not be able to perform in an effective manner.
 The bargaining power of buyers -The main effect is on the price sensitive customers.
The food industry has to focus on pricing strategies deeply as they are directly linked to
the profit earned by the restaurant. If the power is in backward integration, the customers
are able to bargain in food industry on the decrease in price of food. Customers need

good quality food and drink and a great experience which is offered at a reasonable price.
As a new business venture, the food and drink offered by the restaurant is of high quality.
The bargaining power of customers is very strong as the main objective of every
organisation is to meet demands and needs of customers. The customers of watermelon
drink have more bargaining power as there are lot of suppliers of watermelon drink
(Wagner, 2017). Therefore, it can be said that this is also a strong force because the
customers can buy similar product from other brands, it is important for the business to
make sure that the customers needs are satisfied and also, that the products are offered at
affordable rates so that a greater number of customers can be attracted.
 Bargaining power of suppliers - This is known as price which is offered for a service or
product. Restaurants have to take food from various external sources like butchers,
farmers, packaging companies, etc. They have the bargaining power and they can charge
price of their choice from the restaurant for raw material (Kirzner, 2015). This is because
there are a lot of suppliers available in the market who can supply raw materials for the
business. In case of watermelon drink, the supplier power is more as watermelon drink
company is having many other suppliers from which raw material can be taken.
Therefore, it is important for the respective business to develop and maintain effective
and positive relations with the suppliers.
 Threat towards the entry of new entrants in market - in context of food industry or
restaurant business, the threat towards new entry is very high. Reason behind this is that
there are very few barriers can food industry. It is very easy to start a new restaurant in
any part of the world. This business also costs cheaper than other businesses. Once
success is achieved within restaurant market, business is able to earn huge profits. Food
industry does not require any experience and thus any new person can focus on entering
into food market. There is threat for new watermelon drink within market. There are lot
of other companies which can introduce or launch any other innovative drink within
market. Thus, watermelon company has to work hard for sustaining in market. There is a
threat of the entry of new entrants, so it can be said that the force is strong. And in order
to sustain in the market, the owner of the respective business should remain aware of the
different new entrants that can enter in the market.

 Substitute of existing products - This arises when product demand is affected by change
of substitute product price. According to porter's model this thread is occurred due to the
competition in price. In context of food industry, there is need of maintaining an average
checked price for the restaurant. The product that is being offered to the customers can
also be offered by other businesses. Therefore, the force of substitute of existing products
is strong. Effective strategies will help the business in sustaining in the market and thus,
increasing overall sales as well as profitability. This is helpful and retaining customers
and minimising the issues and risks that are developed. There is high substitution power
of watermelon within market. It is very important for the company to manage the pricing
and quality of drink so that there is no problem within market.
Therefore, from the above analysis of the market, it can be said that the market conditions
are favourable for the water melon juice that is being offered to the customers. Therefore, it can
be said that it is important to take the various factors into consideration. This will help in offering
the product to the target customers in an effective manner and also, understanding their needs as
well as preferences in depth.
Prospects and challenges
The concept of the business is mainly based on the different prospects that seem to offer
various opportunities in the market. Additionally, its feasibility is supported by the industry
attractiveness (Kuratko, 2016). It enables restaurant to be one of the early adaptors. There are
faces different types of challenges may appear, as the sustainable industry is still viewed as a
speciality, actually comprising just 1.6% of the overall UK food market, stressing the need to
secure the industry until participating in farming practices. The persuasive advantage for
customers is the ability to develop organic juices to satisfy the needs of a food production
industry. As described above, aquaponics circumvents the inconveniences of other farming
practices, like surface deterioration. Restaurant can assist with social growth by providing a
feasible alternative in most conventional methods of growing to generate organic juice produce.
Business Model
By applying the Business Model Canvas the principles under which restaurants should be
built are marked following. This condensed description focused on the assumption of: clients,
plan, facilities and economic viability, allows for a well-conceived picture of the sometimes
nuanced business model of a firm. In this way, Restaurants focuses on food crops globally,

organically and affordably. The service of financing is crucial to launching, and the company
needs a capital investment of £1.2million. The key client community is business to business.
Strategy
A differentiation approach is recognized, as when the Company Canvas model has
already suggested (Jones and Sakong, 2020). Sustainability in this business is recommended to
generate higher total sales according to the foreign study. Therefore, operating on a 'niche'
industry implies that the company concentrate on rather than just one consumer segment. The
product will be differentiated from the other products that are offered by other brands in order to
stand out in the market and thus, attract a greater number of customers. In order to implement the
strategy, market research will be conducted. This is because it will help in developing an
understanding of the preferences as well as needs of the customers. Accordingly, changes can be
made and new features will be added to the products. In context to the respective business, the
watermelon juice will be offered in attractive packaging and that too at pocket friendly rates. The
route to the market for the respective business will be young adults who are health conscious and
seek healthy drinking options. The key elements of marketing mix for the respective business are
explained below -
Product – The business venture will continue to focus on innovating its product,
watermelon juice, once the business is set up. This will be done in order to capture the market
and attract a greater number of customers.
Price – The prices of the product will be kept affordable so as to ensure that there is an
increase in the sales.
Place – The business venture will be set up near a gym so as to offer products to the
target market. If the business is successful, new outlets will also be opened in other areas.
Promotion – In order to promote the business, various social media platforms like
Facebook. Instagram and Twitter.
Open for exit strategy
It is essential for the business plan that has been identified as the growth strategy and
helps a restaurant. In this strategy consist of plan, set period of time, return for investors. A
potential institutional strategy requires describing the continuity of maintenance, the
administrators of relationships and the transition of authority and control (Matthews and
Brueggemann, 2015). In other words, an exit strategy can be defined as the means the owner of a

company selling its ownership within a company either to another company or to the investors.
In context of the respective business, the exit strategy will be that the business will be acquired
by another company. This is because it will be beneficial as any barriers to entry will be reduced
and the business will have new resources as well as competencies.
Main issues for starting new venture
Every businessman face different types of issues when set up new venture and prestart up
and start up stages are critically defined. There are defined various factors such as:
 Uniqueness: Crucial to a new enterprise is uniqueness; assessing its significant
advantage. Few competitors have already set brand names in the part of London
(Nambisan, 2017). As there is presently an affiliation for Sustainable agriculture, in order
to be competitive on the sector a company needs an unique identity. The innovative
solution of restaurants to centralized CRM, facilities and events not only provides for
separation but has proved to be more competitive
 Product availability: Restaurant should be capable of producing adequate goods to satisfy
consumer preferences, hence preparation is important to fulfil customer needs. In the
early phases, it is more important, because development processes were not produced by
practice, and that struggle from disruptions.
 Technology and staffing: There are discussing about the various technology are studying
by restaurant that helps to attract customer for the Organic juice. For this required to
planning, funding as well as vulnerability in regard of pests.
 Investment scope: It is proposed that the expenditure level will be dependent on the
development of the market, assessing the 'break-even point' for the undertaking.
 Funding options: The financing options required depends on whether participation in
equities or debt is preferred (Lipset, 2018). There are different advantages of both
funding options. For instance, in case of debt funding, the ownership of the business will
stay with the owner of the business and also, the payments are tax deductible. On the
other hand, in case of equity funding, there is no liability for the owner of the business to
make repayments of the investments that have been made by them. Also, the investors of
the business bring a lot of experience which is beneficial for the business. Besides having
a lot of advantages, each of the funding options have certain disadvantages. Like, equity
funding is not a short term option of funding a business and also, the costs associated

with the investments are large. Similarly, in case of debt funding, if there is no ample
amount of revenue available, it will be difficult for the owner to repay the same. Also, in
some cases the rates of interest are high which can be stressful. By looking at the
advantages as well as disadvantages of both funding options, the business owner is
recommended to make use of debt funding as the monthly payments will be reduced and
since this is a startup, the interest rates will also be less.
Pricing: Restaurants assume a combination of two approaches, skimmed prices and
affordable pricing will benefit the company. As the goods are organic, which consumers equate
with becoming good, and that contribute to the country, the price is primary in design.
Additionally, high selling can apply to the early days of the innovation or market. Also, since the
business venture is new, keeping affordable prices will help in attracting a greater number of
customers. Initially, the prices will be kept affordable and will be increased gradually over time.
Organisation culture – This is termed as combination of various beliefs, values and
attitudes that is directly associated with the business performance. The organizational culture of a
business is considered as one of the major components because it affects the overall environment
of the workplace. Besides this, the business should take various measures in order to create a
positive and healthy workplace environment. In context to the respective business, experienced
and qualified employees will be hired so that they can serve the customers in an effective way.
Besides this, they will also be provided with effective training from time to time, so that they
will get an opportunity to enhance their existing knowledge about the latest trends as well as
acquire new skills. A positive and healthy workplace environment helps in increasing the
motivation levels of the employees and also encourage them to perform better. As a result, there
is an increase in the productivity as well as performance of the business.
Cash flow statement and break even point
The anti-forma comments were based on multiple situations: negative, controlled, and
positive. Restaurant is forecast to realize revenue of approximately £400K in its one year. This is
supposed to be likely, provided that one of its closest rivals produces a turnover of £600 K
during its first year.

Challenges of Harnessing Intrapreneurship
The difficulties for the company are to understand and properly integrate creative skills
from both employees and administration. It should be at the forefront as creative thought is the
source of technology (Schaper, 2016).
Factors related with the Intrapreneurial atmosphere
There is required to focus on various factors that impact on the business in direct manner.
So it is required to maintain balance in these factors in regard of business. These are:
 Employee
 Training
 Technology
Control
It is mainly depended on the equilibrium level in which market forces come into play.
There are creating balance in between demand and supply that will match with the market
requirements, applying trust as well as reliability (Martin and Osberg, 2015).
Change
During its start-up, the renewable and organic farm situated during London will be adaptive
as this point involves adjustments in procedures, preparation and theoretically framework.
Building on an existing innovative tradition is necessary in order to handle the contradiction
around climate and policy, bureaucratisation and democratization
Competences and capabilities
Precious resources may not channel distinguishing capacities. Good delivery of optimized
capital is also the aggressor of a competitive edge at both the company's discretion (Leyden and
Link, 2015).
Strategies, Competitive advantage and superior performance
Retaining creative as an earlier adapter is a crucial point of differentiation within the
Hydroponic business. The informal expertise gained in administration and agriculture combined
with an entrepreneurial environment is the habitat for a creative approach.
Reflection
Opening and managing a new business venture can be profitable if the various activities
are managed in an effective manner. This will be a great opportunity for me to learn about how

new business ventures function. Also, being the owner of the business I will have to make many
important decisions in order to make sure that the business is able to satisfy the needs of the
customers and also, is profitable at the same time. I will make sure that the prices of the products
are kept affordable in order to reach out to a greater number of customers. If the business turns
out to be a success, I will then consider opening new outlets in other areas as well. The target
audience of the business will be youngsters who are health conscious and prefer a healthy diet
intake. Therefore, I will make sure that the needs as preferences of the customers are met by our
products and the prices will also be kept affordable.
Conclusion
From the above discussion, it is analysed that this company has tremendous potential
factoring consumer needs. It is a strong chance of high yield, in contrast to prospects for growth.
But as original investment are large and the company is vulnerable to substantial risk in various
sectors, as part of all its overall company plan, the businessman must be concentrated on a good
risk mitigation approach. The above criteria need to be regarded for success:
 Understand from competitor mistake
 Start socialise and set up effective customer base
 Ready a back plan for business

REFERENCES
Books and Journals
Audretsch, D. B., Heger, D. and Veith, T., 2015. Infrastructure and entrepreneurship. Small
Business Economics. 44(2). pp.219-230.
Audretsch, D. B., 2015. Everything in its place: Entrepreneurship and the strategic management
of cities, regions, and states. Oxford University Press.
Ateljevic, J. and Li, L., 2017. Tourism entrepreneurship–concepts and issues. In Tourism and
entrepreneurship (pp. 30-53). Routledge.
Burns, P. and Dewhurst, J. eds., 2016. Small business and entrepreneurship. Macmillan
International Higher Education.
Durkin, C. and Gunn, R. eds., 2016. Social entrepreneurship: A skills approach. Policy Press.
Etzkowitz, H. and Zhou, C., 2017. The triple helix: University–industry–government innovation
and entrepreneurship. Routledge.
Kirzner, I. M., 2015. Competition and entrepreneurship. University of Chicago press.
Kuratko, D. F., 2016. Entrepreneurship: Theory, process, and practice. Cengage Learning.
Jones, L. P. and Sakong, I., 2020. Government, business, and entrepreneurship in economic
development: The Korean case. Brill.
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship Theory and Practice. 41(6). pp.1029-1055.
Lipset, S. M., 2018. Values, education, and entrepreneurship. In Promise of development (pp.
39-75). Routledge.
Schaper, M. ed., 2016. Making ecopreneurs: Developing sustainable entrepreneurship. CRC
Press.
Leyden, D. P. and Link, A. N., 2015. Public sector entrepreneurship: US technology and
innovation policy. Oxford University Press, USA.
Martin, R .L. and Osberg, S., 2015. Getting beyond better: How social entrepreneurship works.
Harvard Business Review Press.
Wagner, M. ed., 2017. Entrepreneurship, innovation and sustainability. Routledge.
Matthews, C. H. and Brueggemann, R., 2015. Innovation and entrepreneurship: A competency
framework. Routledge.
Jones, G., 2017. Profits and sustainability: A history of green entrepreneurship. Oxford
University Press.
Ratten, V., 2017. Entrepreneurship, innovation and smart cities (Vol. 11). Taylor & Francis.
Röschenthaler, U. and Schulz, D. eds., 2015. Cultural entrepreneurship in Africa. Routledge.
Ratten, V. and Dana, L. P., 2017. Gendered perspective of indigenous entrepreneurship. Small
Enterprise Research. 24(1). pp.62-72.
Tumbas, S., Berente, N. and Brocke, J. V., 2018. Digital innovation and institutional
entrepreneurship: Chief Digital Officer perspectives of their emerging role. Journal of
Information Technology. 33(3). pp.188-202.
Yang, K., 2016. Entrepreneurship in China. Routledge.
Volkmann, C. and Audretsch, D., 2017. Entrepreneurship education at universities. In
International Studies in Entrepreneurship, Springer International Publishing AG (pp. l-
10).