Business Incognito. How to Expand the Boundaries of Entrepreneurial Thinking

The book reveals the results of research on business intelligence as a phenomenon related to the ability to set and solve tasks that arise during entrepreneurial activity. The focus of such tasks is the perception of the value of products in various target markets, as the mere existence of a product does not imply its high value for consumers. The author of the book elucidates the structure and function of the entrepreneurial task, its distinction from related disciplines such as management, production, finance, etc.; presents in detail the main elements of the mechanics of value perception; and provides a large number of vivid examples and metaphors illustrating the ideas being discussed. The publication is intended for startup founders (particularly in technology), entrepreneurs, managers, product and brand managers, marketers, as well as anyone who wishes to delve deeper into the mechanisms and specifics of entrepreneurial thinking.