HANDBOOK OF RESEARCH METHODOLOGIES AND DESIGN IN NEUROENTREPRENEURSHIP
Book ID/图书代码： 04289518C00017
English Summary/英文概要： This Handbook provides an overview of neuroscience-driven research methodologies and how those methodologies might be applied to theory-based research in the nascent field of neuroentrepreneurship. A key challenge of this field is that few neuroscientists are trained as entrepreneurship scholars and few entrepreneurship scholars are trained as neuroscientists, but this book skillfully bridges that gap. Expert contributors include concrete examples of new ways to conduct research in their contributions, which have the potential to shed light onto areas such as decision making and opportunity recognition and allow neuroentrepreneurs to ask different, perhaps better, questions than ever before. This Handbook also presents current thinking and examples of pioneering work, serves as a reference for those wishing to incorporate these methods into their own research, and provides several helpful discussions on the nature of answerable questions using neuroscience techniques. Neuroentrepreneurship is an important, emerging field for neuroscientists and entrepreneurship scholars alike. For the former audience, this book presents concrete research questions and entrepreneurship applications; for the latter, it serves as a primer and introduction to neuroscientific methods. Graduate students studying entrepreneurship, and practitioners who are keen to promote innovation and entrepreneurial skills in their leadership, will also find this Handbook to be of interest.
Chinese Summary/中文概要： 本书横跨神经科学和创业两大领域，希望带给读者的并不仅仅是如何利用神经科学方法研究创业者，而是启发读者去思考如何将创业情境嵌入神经科学的研究方法中，并通过具体的案例，以更好地揭示创业决策和机会识别等问题。本书注重理论设计而非方法本身，而且真正的挑战不在于神经科学相对复杂、严谨的方法，而是如何将这些方法嵌入创造性的理论设计中，服务于我们揭开创业者认知、情感和决策等大脑中的黑匣子，进而更好地指导创业实践。
本书主要阐述了神经创业学的方法论与研究设计要点，是创业研究者、高校师生的案头必备读物，而且旨在促进创新创业技能的管理实践者也能从书中找到新的启示。
Awards/获奖情况：`By bringing together neurological science with entrepreneurship studies, the editors of this book have created startling new insights, methodologies, and ultimately an important new field. This pathbreaking new book will cause scholars in both areas to rethink their traditional methods, topics and reach of their research.’ -- David Audretsch, Indiana University, Bloomington, US
About the Author/作者介绍： 梅拉尼·戴（Mellani Day）博士，科罗拉多基督教大学成人和研究生院商业与技术分院院长。她的研究兴趣包括环境对创业的影响和创业决策，近期对神经创业学很感兴趣，也是Neuroeconomics and the Firm（2010）一书的联合作者。在美国工作多年，在德国工作超过13年。曾创立过一家企业，并在多家创业企业中工作。 玛丽·博德曼（Mary C. Boardman）博士，专注于创业认知、社会和可持续创业以及慈善的研究。她是Globalytica公司的方法学家，科罗拉多基督教大学兼职教授，南佛罗里达大学客座教授。她的研究成果发表在Small Business Economics、Public Administration Review和World Health and Medical Policy等期刊上。 诺里斯·克鲁格（Norris F. Krueger）博士，最早运用社会心理学和认知心理学研究创业的学者之一，也是少数接受过发展心理学和认知发展心理学训练的创业研究者。他对创造"神经创业学"一词有自己的贡献，长期着迷于创业思维的起源，以及由此带来的深刻的认知变化。2007年发表于ETP的文章"What is Lies Beneath"被广泛引用（http://bit.ly/ETP2007）；2008年在马克斯·普朗克经济研究所的支持下，他和伊莎贝尔·韦尔佩博士发表了一份鼓励通过神经科学和认知科学的理论与工具研究创业的白皮书。2014年，他和韦尔佩在Annals of Entrepreneurship Education and Pedagogy上发表了"Neuroentrepreneurship: What Can Entrepreneurship Learn from Neuroscience?"一文，着重强调了神经科学对创业学习（以及创业教育）的影响。
Edited by Mellani Day, Dean, Mary C. Boardman, Affiliate Faculty, Business and Technology Division, College of Adult and Graduate Studies, Colorado Christian University and Norris F. Krueger, Senior Research Fellow, School of Advanced Studies, University of Phoenix, US
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
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