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Business Development: A Market-Oriented Perspective

Hans Eibe Sørensen

ISBN: 978-0-470-68366-8 April 2012 566 Pages


This textbook answers the basic questions: "What is business development?"  "What does the business developer do?" and "What characterises good, structured, effective business development?"  Distinguishing business development and the tasks of the business developer from traditional approaches of strategic management, entrepreneurship, and strategic marketing, this textbook will enable the market-oriented business developer to conceive, craft, and implement superior business plans.
The book is divided into three modules focusing on the market-oriented business developer’s mindset, on providing a state-of-the-art toolbox for careful strategic analyses and decisions, and lastly on the critical aspects of business plans and their content.
The approach of the book is focused and selective in its choice of content and provides a cumulative development of the relevant topics. Each chapter includes an ‘implications for the market-oriented business developer’ at the end to enhance a student’s learning.
The content of the book is applicable to any new business venture as well as for the development and implementation of growth opportunities in mature organizations.  Inherently international in its scope, the text includes numerous real world examples, taken from the author’s own experience as a biotech entrepreneur, as well as from the wider global business community.

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Chapter 1. Introduction and Default Positions

Module 1. The Business Developer’s Mindset

Chapter 2. Business Development

Chapter 3. Market Orientation

Chapter 4. Innovation, the Entrepreneur, and Entrepreneurial Orientation

Chapter 5. Business Models and Business Plans

Module 2. The Business Developer’s Toolbox

Chapter 6. Strategy and Strategic Management

Chapter 7. The Business Environment – value creation I

Chapter 8. Resources and Organization Design – value creation II

Chapter 9. Value Appropriation and Property rights

Module 3. Crafting and Executing the Business Plan

Chapter 10. The Marketing Plan – marketing management and market research

Chapter 11. The Organization Plan – organizational development and governance

Chapter 12. The Finance Plan – financial statements, arrangements, and valuation

Chapter 13. Connecting the Dots – executing the business plan


  • Defines business development and the tasks of the business developer
  • Introduces market-oriented business development
  • Introduces the notion and role of integrative generalists
  • Explicitly focuses on value creation and value appropriation
  • Provides a state-of-the art toolbox for careful strategic analyses and decisions
  • Applied with strong theoretical foundation
  • Includes guidelines for crafting and implementing superior business plans
  • Focused and selective in choice of content