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CHOICE Review

Allen provides a good overview of the traditional views associated with entrepreneurship, covering all the necessary material needed to produce a solid business plan. Marketing, financial, operational, and management issues are all discussed thoroughly. However, for the more advanced professional or graduate student, many topics are covered in a somewhat superficial manner. Many new business ideas are touched on very briefly, leaving the knowledgeable reader interested in more detail. For example, Allen brings up several new trends that she feels are ripe for entrepreneurial endeavors. One such trend is called cocooning, the notion that consumers are more likely to stay at home for their entertainment; unfortunately, the author only includes one thin paragraph on this idea. Other topics are left similarly unelaborated. Launching New Ventures is a fine book for those wanting an introduction to entrepreneurship. General; lower-division undergraduates. N. Gersony; University of New Haven