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Chapter Three discusses the importance of innovation in entrepreneurship, detailing its types and the creative process involved in transforming ideas into marketable products. It outlines a five-step innovation process exemplified by the Kenyan startup Gjenge Makers, which repurposes plastic waste into construction bricks. Additionally, the chapter covers marketing research as a crucial element for new ventures, emphasizing the systematic approach to understanding market needs and making informed business d

Author

Samuel Ketema

Language

EN