Module Code: BMP106
Name of Scheme: Postgraduate
School Involved in Delivery: Huddersfield University Business School
Semester: Two
Name of Pathway(s): MSc Electronic Business (FT and PT)
Module Author: J Day
Module Leader: J Day
Module Status: Transferable
Module Type: Acceptable / Unattached
Module Rating: Master 10 Credits
Delivery: Seminars: 24 hours
Study / Distance Learning: 96 hours
Pre-Requisites: None
Recommended Prior Study: None
Co-Requisites: None
Professional Body Requirements: None
Barred Combination: None
Module Aims
This syllabus considers both the nature and process of entrepreneurship in general, and, how that process is informed and mutated in an e-commerce environment. This is done by particularly emphasising those aspects of entrepreneurship theory and practice which are especially germane to this marketplace, for example, opportunity evaluation, as well as considering some more formal links between entrepreneurship and e-commerce. Outline Syllabus
The entrepreneur as opportunity seeker, innovator, information processor and creator of appropriate organisational structures. Individual entrepreneurial behaviour and the process of entrepreneurship – what roles, function and strategy are enacted by the entrepreneur.
Particular theories of entrepreneurship that:
emphasise the role of information seeking and processing environments where information is asymmetric (Kirzner and the Austrian School);
identify the entrepreneur as the lone agent of change in turbulent and discontinuous commercial environments (Schumpeter);
portray the entrepreneur as an administrative, a managerial or technical innovator (Drucker). Setting creativity, vision and entrepreneurial behaviour into the appropriate context.
The lifecyle/stages approach to the growing entrepreneurial firm: nascent entrepreneurship, start-up and stages of development through to maturity. A particular consideration of opportunity recognition and evaluation. Understanding the growth process in its managerial and strategic context. The role of personal contact networks in
enabling and sustaining the business. Business to business compared to business to consumer networks. Keeping an entrepreneurial culture in place and maintaining the ‘garage’ culture – the nature, and maintenance of intrapreneurship and / or intra- corporate venturing.
E-commerce and entrepreneurship interaction: the speed, depth, diversity and quality of information and the adaptation of information seeking and information processing skills; the nature of the appropriate organisational structure and the impact of (economic) transaction costs on start up opportunities and the competitive offering; the marketing / entrepreneurship paradigm – the synergistic linking together of marketing and entrepreneurship as two key drivers in this marketplace; appropriate relationship marketing strategies – the role of entrepreneurship in marketing and the marketing activities of entrepreneurs; the interaction between entrepreneurial style, marketing as a function and philosophy, and, organisational structure.
Using qualitative research to understand and make sense of, actual business situations and business histories in e-commerce.
Learning Outcomes
Knowledge Outcomes
Upon successfully completing this module students will be able to:
1. Demonstrate an understanding of the entrepreneurial process in general, and, in particular entrepreneurial behaviour in this particular sector
2. Recognise the needs of entrepreneurial companies of all sizes through an understanding of the life cycle approach to firm development.
3. Recognise and critique ‘best practice’ contributions to the practical and theoretical debate surrounding successful e-commerce companies.
4. Confidently understand the relevance, contribution and application of new appropriate entrepreneurial paradigms, such as the marketing / entrepreneurship interface.
Skills and Competence Outcomes
5. Individual, and within their organisations, be able to act in a more enterprising / entrepreneurial manner
6. Understand entrepreneurship both at a philosophical and practical level 7. Acquire confidence in researching and presenting a business case study 8. Present that case study using appropriate electronic means.
Assessment Strategy (Including Weighting)
Evidence
One assessment will cover all Learning Outcomes. Assessment Criteria
Students will be required to deliver on the University Intranet one 7,500 word (guide minimum) report that either:
investigates and substantiates an e-commerce idea of their own;
is a case study based upon an existing business for which they can demonstrate substantial internal knowledge of the operation;
or, is a case history of an entrepreneurial e-commerce business, and …
is discernible from work that they may have completed for Colin Turner.
They will be expected to have due regard both to a suitable academic framework and an appropriate research methodology; and to be sympathetic towards, and exploit, the medium through which they are delivering this assignment. They might choose the individual route if their subject is commercially sensitive – however, the assessment criteria will remain the same.
It is suggested that this be completed as a small group exercise (2/3 students) however students may choose to submit this as an individual piece of work.
Assessment Weightings
100% to this single project of circa 7,500 words. The working assumption is that each group member will be awarded the group overall mark. If this is not their desired outcome, then peer group assessment will be offered to apportion the mark. Given that students are being asked to deliver this assessment electronically, then for a creative, visual presentation it would be acceptable for the work to run out at less than 7,500 words providing that the intended ‘gravitas’ of this assessment is achieved.
Learning Strategy
Seminars will be used to deliver the key concepts and techniques. Class discussion will be actively promoted by the use of short case studies and both student and lecturer practical experience. The course material for this module will be available on Virtual.Hud and the assessment may be delivered through this site.
Indicative References
Students will be required to read across three literature streams: entrepreneurship including general strategy and marketing; specific business work on electronic business; and,
contemporary case material.
Berstein, P.L. (1996) Against the Gods – The Remarkable Story of Risk, John Wiley & Sons Inc: New York.
Bygrave, W.D. (1997) The Portable MBA in Entrepreneurship, 2nd Edition John Wiley &
Sons: New York Carson, D Cromie, S
McGowan, P Hill, J (1995) Marketing & Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall: Hemel Hempstead
Drucker, P.F. (1986) Innovation & Entrepreneurship, Butterworth-Heinemann: Oxford Easton, J. & Bezos, J. (1998) Striking it Rich.Com, McGraw Hill, Maidenhead
Hagel, J. Singer, M. (1999) Net Worth, Harvard Business School Press: Boston Mason, J. (1996) Qualitative Researching, Sage Publications Ltd: London Mintzberg, H. Ahlstrand,
B. & Lampel, J. (1998) Strategy Safari, Prentice Hall: New York
Peppers, D. & Rogers, M. (1999) Enterprise One to One: Tools for Competing in the Interactive Age, Doubleday: USA
Shapiro, C. & Varian, H.R. (1998) Information Rules: A Strategic Guide to the Network Economy, Harvard Business School Press: Boston
Swisher, K. (1998) Aol.com, Random House: New York Wickham, P.A. (1998) Strategic Entrepreneurship, Pitman: London
Familiarity with the two following annual series of research papers:
Research at the Marketing/Entrepreneurship Interface, Hills et al. Chicago: UIC Frontiers of Entrepreneurship Research, Bygrave et al., Boston: Babson College. Familiarity with journals such as: European Journal of Marketing, Entrepreneurship, Theory and Practice, Journal of Marketing, Journal of Marketing Management and Long Range Planning, will be expected.
A selection of appropriate Internet links follows:
VirtualHubs
://virtual.hud.ac.uk
Three of the module authors sites could be seen as an indicative introduction to this module. They are Marketing of Small Business, SME Management and Business and the Entrepreneur
Pinchot and Company
://www.pinchot.com
The person who started the intrapreneurship debate and approach. This web site has really interesting case study content. Address checked as working on 14.02.00
Babson College: Frontiers of Entrepreneurship Research
://www.babson.edu/entrep/fer
Takes you directly to this excellent Research Series and to the #1 College in the USA for Entrepreneurship
eWeb Resource for Entrepreneurship
://www.slu.edu/eweb
eWeb – The resource for entrepreneurship education. Saint Louis University – one of America’s top entrepreneurship programs. Neither is an understatement – this is an excellent resource – use it often!!!!!
The Institute for Entrepreneurial Studies
://www.uic.edu.cba/ies
The director is Professor Gerald Hills…hence why we have obviously added this link. “Our mission is to expand awareness and knowledge among students, entrepreneurs, professional, and academics regarding new venture opportunities, methods for creating and growing enterprises, and the role of entrepreneurship and new/smaller firms in economic development and the work economy. By combining academic excellence with practical research, IES is striving to become the premier entrepreneurial research and professional institute in the world.”
Marketing Entrepreneurship Interface Group
://meig.ama.org
This interest group of the AMA produces an appropriate and fascinating weekly newsletter. It is archived on this site, at present – (checked Spring 2001) – it has an excellent coverage on e- commerce. This site is permanently under construction – but is a good gateway to several areas – particularly this newsletter.
Entreworld
://www.entreworld.org/
Very good educational/commercial site – sign up to their monthly e- mail newsletter.
New York Times
://www.nytimes.com
Great newspaper site – good on USA ‘computing/technical’ developments. Has great weekend travel supplement!!
The UK Academy of Marketing
http://www.stir.ac.uk/departments/ Management/ Marketing/Academy
UK equivalent of AMA – has some useful links to other marketing pages and the CIM
The American Marketing Association
://ama.org
The site of the American Marketing Association – useful academic and professional help
MCB University Press – ‘Emerald’
://www.emerald-library.com
An excellent research/article database. Username is: huduni and Password is: info. Theses are case sensitive.
MCB University Press – ‘Anbar’
://www.anbar.com
A great site from which to assemble bibliographies and to then, either find the material in our Library or to use Inter Library Loan. Password and User Name required and these are the same as for ‘Emerald’.
Amazon Book Company
://www.amazon.com
Useful for not only book purchases but also for searching out what is available. Often have good book reviews and you can make good use of the ‘what other readers like you read function’
Barnes and Noble Book Company
://www.barnesandnoble.com
Module Code BMS0027
MODULE TITLE Actioning Entrepreneurship
Module Scheme Postgraduate
School involved in delivery HUBS
Name of Programme(s) MSc Entrepreneurship (full-time)
Module Leader John Day
Location Department of Business Studies
Module Status Dedicated
Module Type Compulsory
Module Rating Masters, 15 credits
Learning Methods Lecture/Seminar: 36 hours
Student self directed study: 114 hours
Pre-requisites None
Recommended Prior Study None
Co-requisites None
Professional Body Requirements None
Barred Combinations None
Module Aims
Explore the practice of entrepreneurship through a thorough understanding of the contribution that a case study approach can make;
Encourage students to both appraise and critique appropriate published case studies; Develop further frameworks and taxonomies of entrepreneurship compatible to those being established in modules running alongside this module;
Require students to author a case study of their own in which they are encouraged to consider using primary data and contacts;
Give them practical experience in feeding back to their colleagues in an innovative and creative way through the HUBS Blackboard facility.
Module Synopsis
This module develops appropriate frameworks and taxonomies within which to locate different forms of entrepreneurship, and thus to provide a coherent matrix from which to select case studies. Students will be encouraged to understand the use of a case study programme, and, to develop critical reasoning in respect of the validity of the case data they are being asked to appraise. The first assessment will both help them to do the former, and, then require them to write their own case
study preferably after contact with the case subject individual or organisation. Alternatively, they should focus on completing a sound review and analysis of an important academic area that contributes to the understanding of entrepreneurial behaviour.
Outline Syllabus
Myth, magic and mayhem: understanding entrepreneurs and the act of entrepreneurship through published sources such as biography, autobiography or published business history. Triangulating through other published sources and media.
Developing and consolidating taxonomies through which to understand entrepreneurs and entrepreneurship. Particular consideration of the literatures on entrepreneurial orientation, and culture - and how they interrelate. Internal organizational culture and architecture. Considering the international / national / regional / local / market landscapes within which the entrepreneur operates.
Developing and understanding the position of the entrepreneurial organisation within a life-cycle construct from nascence to maturity.
Using case studies and case histories (secondary and primary) to understand entrepreneurship both individually and within an organisational context.
Case studies for this module will be drawn from the following dimensions: new / young / growing / mature / declining organisations; local / national / regional / international operations; public / private, profit / not for profit; large / small, entrepreneurial l/ intrapreneurial; contemporary / historical. Cases will cover various industrial and service sectors and illustrate different theoretical perspectives of the defining entrepreneurial act. Cases will be drawn from Insead, Babson, Harvard and COLIS. In addition there will be cases authored for this module by the students and ourselves. Case selection will range from short notes to full case studies, and they will complement and enhance examples of entrepreneurs / entrepreneurship being used on other modules in this programme.
Learning Outcomes
Knowledge & Understanding:
On completion of this module the student will:
1 develop knowledge and understanding of the entrepreneur and the entrepreneurial process through further development of entrepreneurial taxonomies;
2 develop knowledge and understanding of the entrepreneur through the critical appraisal of case studies.
Ability:
On completion of this module the student will be able to:
3 become more adept at distinguishing fact from fiction in published work on entrepreneurs;
4 gain confidence and skills in writing their own case study - or literature review - and to develop confidence in their own judgement and intellectual capital;
5 develop basic skills both technical and creative that are germane to uploading an interesting HUBS Blackboard project.
Assessment Strategy
Assignment One, 30%, 2000 words.
To read one bibliography, or autobiography, or business history - of an entrepreneur or an entrepreneurial organisation - and to critique the work in respect of the insight it gives about that entrepreneur, and to compare it to a relevant entrepreneurial taxonomy. Two-thousand word critique, and to be placed upon HUBS Blackboard in an appropriate form that is both creative and likely to generate some debate amongst fellow students.
Meets learning Outcomes 1, 3, 5. Assignment Two, 70%, 3000 words.
A written case with an appropriate electronic portfolio that illustrates and elucidates an entrepreneurial scenario with confidence and creativity in the approach.
The students should show either substantial secondary, or primary research in the core of their work. The case study and approach would be negotiated individually with the module leader. Appropriate responses could be: a detailed case study with an actual entrepreneur who they have interviewed; a detailed case study of a local/regional/national provider of help to entrepreneurs; a detailed examination that adds value to existing secondary data, e.g. the use and efficacy of the Entrepreneurial Orientation scale, or, a consideration of how culture impinges on entrepreneurship; a critique of what can really be learnt from contemporary business success books. Students should also place on Blackboard a creative summary of their work designed to create discussion.
Meets all Learning Outcomes 1-5.
Learning Strategy
Lecture and seminar programme that complements the theory, practice and cases being used in parallel by the other modules. Student centered learning through the critical reading of appropriate cases - and the authoring of one.
Indicative References – latest editions
Bourdain, A. Kitchen Confidential New York: HarperCollins Branson, R. Losing My Virginity
New York: Random House. Casson, M. The Entrepreneur: a radical theory
Oxford: Martin Robertson. Christensen, C.M. et al., Seeing What's Next
Boston: Harvard Business School Press.
Collins, J.& Porras, J.I. Built to Last: successful habits of visionary companies New York: HarperCollins
D'Aveni, R.A. Strategic Supremacy New York: Free Press.
Drucker, P. Innovation and Entrepreneurship Oxford: Heinemann.
Entrepreneurship: theory & practice
Foster, R. & Kaplan, S., Creative Destruction: Why Companies That Are Built To Last
Underperform the Market - And How To Successfully Transform Them New York: Currency/Doubleday.
Hashemi, S. & Hasemi, B., Anyone Can Do It
Chichester: John Wiley and Sons Ltd.
Hebert, R.F., Link, A.N., The Entrepreneur: mainstream views and radical critiques New York: Praeger.
Hultman, C. & Bjorke, B., Entrepreneurial Marketing: the Growth of Small Firms in the New Economic Era
Cheltenham: Edward Elgar Publishing. Kroc, R. & Anderson, R., Grinding It Out: The Making of McDonald,
Chicago: Contemporary Books Mintzberg, H. et al Strategy Safari
New York: Simon & Schuster.
Owen, D., Copies in Seconds
USA: Simon & Schuster. Peters, T. & Waterman, R.H., In Search of Excellence
USA: Profile Business.
Wynbrandt, J Flying High
New York: John Wiley and Sons.
Other Information