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Published
September 2026
Page Count
528
ISBN (Digital)
979-8-88794-481-4

A New Entrepreneurial Dynamic: 21st Century Startups and Small Businesses New: AI-powered guidance within our eReader New: Textbook audio in 32 languages and dialects (upon request) New: Podcasts Available

Version 2.0
By Greg Autry

Included Supplements

Key Features

  • New Entrepreneurial Dynamic (NED) is introduced as the core adaptive model for business development. It is fully described early in the book and carried throughout each chapter. NED emphasizes the importance of planning for change, being adaptable and flexible, building dynamic teams, and developing alternative strategies. (Chapter 2 “The New Entrepreneurial Dynamic”)
  • Brand building and social media as well as production and manufacturing are emphasized as key components for success
  • Unique coverage of the substantial roles of government and the macroeconomy and their impacts on small businesses are explored in depth, such as comparative incentives, loans, tax policies, and regulations (Chapter 15 “The Business Environment and Government”)
  • Real-world examples include sidebar interviews and cases that profile a range of small businesses and successful entrepreneurs
  • International Perspective equips learners with the knowledge and skills required to succeed in today’s dynamic, interconnected, global business environment
  • Supportive Learning Structure
    • “Learning Objectives” at the beginning of each main section help guide and focus students’ learning and stimulate student/faculty interactions
    • Short, in-text examples illustrate concepts in context, for example “Opportunity Fail at Xerox” in Section 3.4 “Strategy Analysis Toolkit”
    • “Key Takeaways” at the end of every main section echo and reinforce the section’s “Learning Objectives”
    • Topical sidebars throughout that apply concepts or provide thought exercises such as and “The Harsh Reality of Collecting Accounts Receivable” in Section 13.2 “Financial Accounting,” or “Everything is Sales” in Section 11.4 “Organizing Sales”
    • Case Studies at the end of every chapter apply the concepts discussed in the chapter to a real-world situation. Case-study discussion questions and suggested answer guidelines are included in the instructor’s manual
  • Strong coverage of team building, leadership types, ethics, pain points, value chain, Porter’s Five Forces, minimum viable product, pros and cons of financing methods, crowd funding, angel financing, venture capital financing, relationship banking, social media, known brands, entrepreneurial thought processes, incubators, dashboards, customer satisfaction, global manufacturers, regulatory environment, lawsuits, and finance

Students

Online Access Price
$34.95
Color Printed Textbook with Online Access Price
$61.95
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A New Entrepreneurial Dynamic: 21st Century Startups and Small Businesses is appropriate for Entrepreneurship, Technology Entrepreneurship, or Small Business courses taught at the undergraduate level at two- and four-year colleges and universities and at the MBA level. 

A New Entrepreneurial Dynamic: 21st Century Startups and Small Businesses redefines small business education for the 2020s. It provides a comprehensive roadmap for the entire lifecycle—from initial ideation to strategic management—of both growth-oriented startups and lifestyle businesses. For faculty who have struggled to find an affordable, modern text that doesn't feel like a relic, this provides the contemporary edge your curriculum has been missing.

A New Entrepreneurial Dynamic: 21st Century Startups and Small Businesses is geared to learners who grasp information quickly by consuming information in concise and real-world contexts. Its accessible, personal, learner-centered narrative is built on an innovative entrepreneurship paradigm, the New Entrepreneurial Dynamic (NED), that discourages reliance on formal business plans and instead focuses on forming winning teams, adaptability, innovation, and alternative strategies. As a result, this book is more in tune with the spirit of modern entrepreneurship that is experimental by nature, more tolerant of risk and failure, and encourages iterative evolution on a day-to-day basis.

New in This Version

Key updates include: 

  • Updated and enhanced text throughout
  • New Ethical Discussion boxes added to every chapter to challenge readers to navigate the moral dilemmas and social responsibilities in building a modern venture
  • Two new cases are included to provide fresh, real-world examples of the entrepreneurial process in action
  • New video links integrated in every chapter 

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FlatWorld Homework

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Instructor’s Manual

The Instructor’s Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.

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PowerPoint Lecture Notes

A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.

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Greg Autry

University of Central Florida

Greg Autry (MBA and PhD, University of California, Irvine) is Associate Provost for Space Commercialization and Strategy at the University of Central Florida, also known as the university’s “Space Czar.” From 2021 to 2024, he served as a program Director and Clinical Professor at Arizona State University’s Thunderbird School of Global Management, where he taught entrepreneurship and space leadership. Dr. Autry held an appointment as a Visiting Professor at Imperial College London from 2021 to 2025. From 2013 to 2020, he was an Assistant Clinical Professor in the Lloyd Greif Center of Entrepreneurial Studies at the University of Southern California, teaching technology entrepreneurship. He has also taught Entrepreneurship, Strategy, and Macroeconomics at the University of California, Irvine between 2002 and 2013. In 2020, he helped to develop a series of educational videos for Oxford University and debated at the prestigious Oxford Union in 2022.

Greg is also a serial entrepreneur who cofounded HAL Labs, a game developer that produced the Apple II version of Pac-Man for Atari while he was a high-school student. He also cofounded Dr. Micro, a PC services firm sold to CompuCom System; Wired Images, an e-commerce content creator; Network Corps, a developer of health-care enterprise applications for Kaiser Permanente; and Elevated Materials, a carbon fiber manufacturing firm. He has been a board member and advisor for many startups, primarily in the commercial space sector. 

Dr. Autry has been highly influential in shaping America’s space policy. He served on the NASA Agency Review Team and as the White House Liaison at NASA. He has twice been nominated by the president to serve as the Chief Financial Officer of the space agency. He also chaired the Safety Working Group on the Commercial Space Transportation Advisory Committee (COMSTAC) within the U.S. Federal Aviation Administration (FAA). In 2023, Dr. Autry was appointed to a committee of the National Academies that reviewed NASA’s SBIR and STTR programs for Congress. He has served as Vice President for Space Development at the National Space Society and the Space Force Association. Final titles and organizational affiliations should reflect his current roles at the time of publication.

Dr. Autry is the author of Barons and Bros: Leadership Lessons from the Parallel Lives of the Great 19th and 21st-Century Entrepreneurs (Post Hill Press, 2027) and co-author of Red Moon Rising: How America Will Beat China on the Final Frontier (Post Hill Press, 2024), and Death by China: Confronting the Dragon, a Global Call to Action (Pearson, 2011).

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