Chapter 11

Entrepreneurial Forensics: Assessing Customers and Decision Makers in the Biomedical Field

Michael S. Kinch and Emre Toker

Entrepreneurship has rightfully gained a reputation for being one of life’s most challenging and rewarding paths. The magnitudes of the challenges and rewards are particularly steep when considering entrepreneurship in the biomedical sciences, which will be the focus of this chapter. We will emphasize particularly demanding aspects of entrepreneurship, namely those associated with an ever-changing definition of “the customer.” We will define a customer in different ways, including the individual(s) or organization(s) that need to be persuaded to take a particular action or those who are impacted by the actions ...

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