Digital Options

Table of Contents

Unit 1 Business, Competition, and New Ideas

1.1 What Is a Business?
1.2 Markets and Competitive Advantage
1.3 PESTEL Factors and the Business Environment
1.4 How Do Business Ideas Originate?
1.5 Vision
1.6 Business Ethics
1.7 Organization, Roles, and Responsibilities
1.8 Supply Chains

Unit 2 Marketing

2.1 Marketing to Customers
2.2 Consumer Behavior
2.3 Market Research
2.4 Product
2.5 Price
2.6 Place and Channels
2.7 Promotion and Marketing Communication

Unit 3 PART 1 Personal Saving and Borrowing

3.1 Saving for Future Purchases
3.2 Borrowing, Credit, and Debt

Unit 3 PART 2 Business Accounting and Finance

3.3 Accounting and Financial Management
3.4 Business Expenses
3.5 Financial Capital
3.6 The Income Statement
3.7 The Balance Sheet and Net Worth
3.8 The Cash Flow Statement
3.9 Ethics and Financial Reporting

Unit 4 Management and Strategy

4.1 Management and Leadership
4.2 Evaluating Performance Using KPIs
4.3 Strategy and Decision Making
4.4 Strategic Frameworks: Porter's Five Forces and SWOT Analysis

Unit 5 Personal Goals, Budgeting, and Investing

5.1 Taxes, Net Income, and Budgeting
5.2 Managing Personal Risk
5.3 Saving and Investing for Education, Housing, and Retirement Goals

APPENDIX
ENDNOTES
GLOSSARY
INDEX

Authors

David Anderson

David A. Anderson, Ph.D., has been involved in AP® programs and leadership since 1994, including service on the National Advisory Board for AP® Business Principles and as the chief reader for AP® Economics or AP® Microeconomics for five years. An experienced instructor of business principles and entrepreneurship, Anderson is the Paul G. Blazer Professor of Business and Economics at Centre College. He has won awards for excellence and innovation in the classroom. He received his B.A. from the University of Michigan and his MA and PhD from Duke University. He earned a graduate certificate in innovation and entrepreneurship from the Harvard Extension School and an M.B.A. from the University of the People. He also has experience in retail management and banking. Anderson has authored or co-authored dozens of scholarly articles and 18 books, including Economics for the AP® Course, Environmental Economics and Natural Resource Management, and The Light in the Library Basement: A Personal Finance Mystery Story. His research topics include stock markets, wages, unemployment compensation, pedagogy, and the cost of crime. His favorite hobby is long-distance running. He resides with his family in Danville, Kentucky.

Heidi Neck

Heidi Neck, Ph.D., is the Jeffry Timmons Professor of Entrepreneurial Studies at Babson College, where she also serves as the Academic Director of the Babson Academy. In this role, she helps to shape the future of entrepreneurship education, influencing universities worldwide to rethink and innovate their approaches to teaching entrepreneurship. The Babson Academy, under Neck's leadership, serves as a catalyst for this transformation, expanding access to high-quality entrepreneurship education and fostering a global community of educators dedicated to advancing the field. She also founded the Babson Collaborative, which connects institutions globally to grow entrepreneurship ecosystems. Neck holds a B.S. in Marketing from Louisiana State University and MBA and Ph.D. in Strategic Management and Entrepreneurship from the University of Colorado at Boulder.

Christopher Neck

Dr. Christopher P. Neck, Ph.D., is currently a Professor of Management at Arizona State University, where he held the title “University Master Teacher.” From 1994 to 2009, he was part of the Pamplin College of Business faculty at Virginia Tech, where he received numerous teaching honors, including the 2002 Wine Award for Teaching Excellence and ten “Students’ Choice Teacher of the Year” awards, voted on by students across the university. Neck’s research specialties include employee/executive fitness, self-leadership, leadership, group decision-making processes, and self-managing teams. He has over 200 publications in the form of books, chapters, and articles in various journals. Neck earned his PhD in Management from Arizona State University and his MBA from Louisiana State University.

Emma Murray

Emma L. Murray, BA, Hdip, completed a bachelor of arts degree in English and Spanish at University College Dublin (UCD) in County Dublin, Ireland, followed by a higher diploma (Hdip) in business studies and information technology at the Michael Smurfit Graduate School of Business in County Dublin, Ireland. Following her studies, Murray spent nearly a decade in investment banking before becoming a full-time writer and author. Murray has worked on numerous texts, including business and economics, self-help, and psychology.

Related Titles