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Updating Soon - September 2026
Cover of A New Entrepreneurial Dynamic v2.0
Publishing
September 2026
ISBN (Digital)
979-8-88794-481-4
Updating soon; expected to publish on 9/29/26

A New Entrepreneurial Dynamic

Version 2.0
By Greg Autry

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
  • Price: Online Access $34.95; Color Printed Textbook with Online Access $61.95 

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 

  • About the Author
  • Acknowledgments
  • Dedication
  • Preface
  • Foreword: Entrepreneurs and the New Entrepreneurial Dynamic, by Randy Komisar
  • Chapter 1: The Entrepreneur in Context

    • 1.1 Let’s Start Small
    • 1.2 The New Entrepreneurial Dynamic—Fusion Firms, Shifters, and More
    • 1.3 Who Are the Entrepreneurs? Are You One?
    • 1.4 Challenges
    • 1.5 Case Study: Tiantian, Kai, and Hip Hot Restaurant: Entrepreneurs Learn and Adapt
  • Chapter 2: The New Entrepreneurial Dynamic

    • 2.1 The Stormy Seas of Commerce
    • 2.2 Uncertainty Is the New Normal
    • 2.3 Networking Starts Before Your Business Does
    • 2.4 Case Study: Modernizing M&A with Positon
  • Chapter 3: Strategy: Capturing and Maintaining Competitive Advantage

    • 3.1 Being Strategic
    • 3.2 Sustainable Competitive Advantage
    • 3.3 The Economic Basis of Business Strategy
    • 3.4 Strategy Analysis Toolkit
    • 3.5 Strategic Fit
    • 3.6 Case Study: Overcoming Barriers to Entry via Strategic Partnerships
  • Chapter 4: Opportunity Recognition

    • 4.1 Searching for Ideas
    • 4.2 The Entrepreneur as Innovator and Disrupter
    • 4.3 1 + 1 = New
    • 4.4 Saving an Opportunity—Improving Existing Products or Target Markets
    • 4.5 De Novo Industries: The Challenges of Paving a New Road
    • 4.6 Case Study: A Young Entrepreneur Leverages His Opportunities at School
  • Chapter 5: Feasibility Analysis and Opportunity Evaluation

    • 5.1 Feasibility Analysis
    • 5.2 Opportunity Valuation
    • 5.3 Financial Feasibility
    • 5.4 Difficult Distribution Channels
    • 5.5 Does the Idea Really Fit the Entrepreneur?
    • 5.6 Case Study: 121C, Inc.—The Skateboard MVP
  • Chapter 6: Team Building and Leadership

    • 6.1 How to Entrepreneur
    • 6.2 The Organizational Chart
    • 6.3 Slicing the Pie and Valuing Startup Inputs
    • 6.4 Evolving Roles as Your Business Matures
    • 6.5 Case Study: Brian Fitzgerald and Future Point
  • Chapter 7: Funding

    • 7.1 Source of Capital
    • 7.2 Debt Financing—Loans
    • 7.3 Case Study: Embedded Ventures
  • Chapter 8: Launching

    • 8.1 Reducing Launch Risk
    • 8.2 Getting Going
    • 8.3 Case Study: Pivoting Pet Adoption with Adoptimize
  • Chapter 9: Brand Building

    • 9.1 Product Branding
    • 9.2 Your Brand in the New Entrepreneurial Dynamic
    • 9.3 Case Study: Wahoo’s Tacos
  • Chapter 10: Marketing

    • 10.1 Beyond Brands
    • 10.2 Marketing Strategies
    • 10.3 Case Study: Building One Hot Brand
  • Chapter 11: Selling

    • 11.1 The Context of Selling
    • 11.2 The Sales Process
    • 11.3 Customer Loyalty and Maintenance
    • 11.4 Organizing Sales
    • 11.5 Case Study: Unboxing the Sales Process With unboXt
  • Chapter 12: Operations

    • 12.1 Execution and Resources
    • 12.2 Managing Growth
    • 12.3 Globalized Operations
    • 12.4 Case Study: Shifting Operations at Nikki’s Kitchen
  • Chapter 13: Accounting

    • 13.1 Managerial Accounting
    • 13.2 Financial Accounting
    • 13.3 Accounting Systems
    • 13.4 Case Study: When Things Go Bad, Very Bad: An Accounting Nightmare
  • Chapter 14: Managing Cash Flow and Finance

    • 14.1 Cash Flow
    • 14.2 Finance
    • 14.3 Case Study: Betting It All: An Unorthodox Cash Flow Gamble by Your Author
  • Chapter 15: The Business Environment and Government

    • 15.1 The Business Environment
    • 15.2 The Macroeconomic Environment
    • 15.3 Cultural Environment
    • 15.4 Technical Environment
    • 15.5 Government as a Customer or a Vendor
    • 15.6 International Trade
    • 15.7 Case Study: A Young Entrepreneur Learns about Taxes the Hard Way
  • Chapter 16: Exiting and Harvesting

    • 16.1 The End of the Road
    • 16.2 The Self-Sustaining Business
    • 16.3 The Sale
    • 16.4 Case Study: Fred Ross Takes the Entrepreneurial Plunge with Deckside Pool Service
  • Appendix A: Final Thoughts

Greg Autry

University of Central Florida

Greg Autry (PhD University of California, Irvine) is the Associate Provost for Space Commercialization and Strategy at the University of Central Florida. He was previously the Director of Space Leadership, Policy, and Business at Thunderbird School of Global Management. He pioneered management research and degree programs in the business of space.

Greg served as White House Liaison at NASA and has twice been nominated by the President to serve as the Chief Financial Officer of NASA (2020, 2025). He previously served as the Chair of the Safety Working Group on the Commercial Space Transportation Advisory Committee (COMSTAC) within the US Federal Aviation Administration (FAA). He has advised a number of startups including Relativity Space, Interstellar Lab, and Volta Space Technologies. He is a visiting professor at Imperial College London and Vice President for Space Development at the National Space Society. Previously, Greg was Assistant Professor of Clinical Entrepreneurship in Marshall School of Business at the University of Southern California and taught entrepreneurship and strategy at the University of California, Irvine.

Greg is also a serial entrepreneur who cofounded HAL Labs, a game developer that coded the Apple version of Pac-Man while he was still a high-school student. That software was purchased by Atari. Greg also cofounded Dr. Micro, a PC services firm sold to CompuCom System; Wired Images, an e-commerce content creator for Planet Rx; Network Corps, a developer of health-care enterprise applications for Kaiser Permanente; and Elevated Materials, an upcycler of aerospace carbon fiber scrap. 

Greg's research interests include entrepreneurship, space commerce, technology innovation, and trade policy. He is the coauthor of Death by China (Pearson) which was subsequently turned into a feature-length documentary film narrated by Martin Sheen. Greg’s work has been published in major news outlets including the San Francisco Chronicle, LA Times, Washington Times, The Wall Street Journal, the Washington Post, and SpaceNews. He has been featured on CNN, the BBC, and Fox news. Greg has testified to the U.S. House and Senate and has presented at the Canadian Parliament. He has spoken at the Heritage Foundation, the National Association of Business Economists, The National Press Club, the AIAA Space conference, and the California Democratic Party Convention. Greg’s goal in writing A New Entrepreneurial Dynamic: 21st Century Startups and Small Businesses was to produce an affordable textbook on entrepreneurship that even an entrepreneur would read.

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