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Introduction to Business
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Introduction to Business
For a Sustainable and Entrepreneurial Future

Second Edition
Available with:
Learning platform
January 2026 | 512 pages | SAGE Publications, Inc
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Introduction to Business: For a Sustainable and Entrepreneurial Future engages and prepares students for their professional journeys, regardless of their career aspirations. Best-selling authors Heidi M. Neck, Christopher P. Neck, and Emma L. Murray encourage readers to see themselves in the world of business and develop the mindset and skillset they need to succeed. The updated Second Edition features a diverse set of examples and cases, from inspiring startups and small businesses to corporations, illustrating how businesses can prosper and create positive impact.

This text is offered in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.

Simulation-Based Learning

Available only in Sage Vantage, assignable simulation activities offer students an engaging, hands-on way to deepen their understanding of core concepts and sharpen their decision-making skills using workplace scenarios. Aligned with learning objectives and tailored to each chapter, these activities provide students with immediate feedback to enhance their learning and build their confidence.
 
List of Case Studies
 
Preface
 
Acknowledgments
 
About the Authors
 
Part I: Business in a Sustainable and Entrepreneurial World
 
Chapter 1: The Business of Business
What Is Business?

 
The Economics of Business

 
The Building Blocks of a Business

 
Balancing Profit and Purpose

 
The Future of Work

 
In Review

 
Key Terms

 
 
Chapter 2: Business Impact, Entrepreneurship, and Ethics
Growth Mindset

 
Principle 1—Environmental and Social Impact

 
Principle 2—Entrepreneurial Thinking

 
Principle 3—Ethical Behavior

 
In Review

 
Key Terms

 
 
Chapter 3: Business Without Borders
Global Business Today

 
Conducting Business in Other Countries

 
Multinational Corporations in the Global Economy

 
Working Across Cultures

 
Models to Improve Your Cultural Awareness

 
In Review

 
Key Terms

 
 
Part II: Block 1 The Product and Service Offering
 
Chapter 4: Business Creation
Entrepreneurship Is the Economic Engine of Society

 
Types of Entrepreneurship

 
Starting With Idea Generation

 
From Idea to Strong Business Opportunity

 
In Review

 
Key Terms

 
 
Chapter 5: Business Models
The Four Parts of a Business Model

 
Types of Business Models

 
The Business Model Canvas

 
Business Model Disruption

 
In Review

 
Key Terms

 
 
Part III: Block 2 Markets and Customers
 
Chapter 6: Marketing
Modern Marketing is Digital Marketing

 
The Marketing Mix

 
Content Marketing

 
Influencer Marketing

 
Data-Driven Marketing Decisions

 
In Review

 
Key Terms

 
 
Chapter 7: Customers and Market Segments
How Customers Create Markets

 
Consumer Behavior and Buying Decisions

 
The Buying Process

 
Market Segmentation

 
In Review

 
Key Terms

 
 
Chapter 8: Sales
Businesses Don’t Exist Without Sales

 
The Sales Cycle

 
Popular Sales Techniques

 
Sales Tools

 
In Review

 
Key Terms

 
 
Part IV: Block 3 Structure and Strategy
 
Chapter 9: Organizational Structure
The Role of Organizational Structure

 
Traditional Organizational Structures

 
Contemporary Organizational Structures

 
Primary Factors in Determining Structural Type

 
In Review

 
Key Terms

 
 
Chapter 10: Organizational Culture
Organizational Culture

 
Organization Mission, Vision, and Values

 
Dimensions of Organizational Culture

 
Employee Fit with Organizational Culture

 
Symbols of Organizational Culture

 
In Review

 
Key Terms

 
 
Chapter 11: Business Strategy for Competitive Advantage
Business Strategy for Competitive Advantage

 
Strategic Analysis Tools

 
Strategy Frameworks

 
The Industry Life Cycle Curve and Popular Growth Strategies

 
Strategic Planning: Putting It Altogether

 
In Review

 
Key Terms

 
 
Part V: Block 4 People Inside the Business
 
Chapter 12: Managers and Leaders
The Functions and Skills of Managers

 
Management Roles and Styles

 
Leading Versus Managing

 
Emotional Intelligence for Leadership Effectiveness

 
Leading for Diversity, Equity, and Inclusion (DEI)

 
The Impact of AI on Management and Leadership

 
In Review

 
Key Terms

 
 
Chapter 13: Human Resources
Why Human Resources Matters

 
Recruitment and Selection

 
Standing Out and Progressing Your Career

 
The Performance Management Process

 
Retaining Employees

 
In Review

 
Key Terms

 
 
Chapter 14: Business Communications
What is Business Communication?

 
Forms of Communication

 
Barriers to Effective Communication

 
Listening Skills for Effective Communication

 
Communicating Within the Organizational Structure

 
In Review

 
Key Terms

 
 
Chapter 15: Operations, Production, And Supply Chain
Operating Businesses

 
The Production Process

 
The Supply Chain

 
Approaches to Improving Operations

 
Service Operations

 
In Review

 
Key Terms

 
 
Chapter 16: Accounting Basics
Accounting is the Language of Business

 
The Three Major Financial Statements

 
Analyzing Performance: Ratio Analysis

 
In Review

 
Key Terms

 
 
Chapter 17: Accounting and Financial Statements
Financial Management Overview

 
Financial Planning

 
Equity Financing

 
Debt Financing

 
Internal Financial Controls

 
In Review

 
Key Terms

 
 
Chapter 18 : Data, Systems, and Business Analytics
Business Analytics Defined

 
The Business Analytics Cycle

 
Types of Business Analytics

 
Application and Challenges of Business Analytics

 
Data Privacy and Security

 
In Review

 
Key Terms

 
 
Appendix A: Business Law Basics
 
Appendix B: The Business Impact Project
 
Glossary
 
Endnotes
 
Index

This text covers all the essential areas of business—with a refreshing focus on corporate social responsibility.

Dr. John J. Sherlock
Professor of Human Resources, Western Carolina University

Neck's Introduction to Business, Second Edition provides a great overview of the business climate in fresh and relevant ways. Students new to business become aware of the complexities of small businesses as well as excited about the opportunities for their future.

Greg Jordan
Washburn University

Neck's Introduction to Business, Second Edition takes a fresh, student-centered approach that emphasizes real-world relevance, entrepreneurial thinking, and inclusive storytelling. Instead of just listing business terms and theories, it frames them through practical examples, ethical dilemmas, and diverse case studies that resonate with students from all backgrounds. This approach helps demystify business for students who might not see themselves as traditional business majors and empowers them to think critically, creatively, and globally. In the classroom, it fosters engagement, promotes meaningful discussion, and supports active learning, making business concepts more approachable and actionable for today’s learners.

Chris Peters
Hawkeye Community College

This book takes a very modern approach to information systems, entrepreneurial mindsets, and disruptive innovations and differentiation strategies.

Dr. Gregory Lattier
Professor of Business and Management Studies, Lee College

The format of the chapters and sections within are laid out in a very easy-to-follow format with examples that are relevant to today's modern world.

Noureddine Lalami
Chabot College
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Key features
NEW TO THIS EDITION:
  • The new edition is available in Sage Vantage, an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support.
    • Flashcards and note-taking tools help students better prepare for class.
    • NEW! Audiobook Player allows students to listen to text content, boosting comprehension and retention. It offers flexible, on-the-go access, engaging both reluctant readers and auditory learners, improving the overall reading experience.
    • The Offline Reading option in the Student Dashboard offers greater accessibility to Vantage’s reading content, regardless of where students are or how strong their internet connection may be.
  • Available only in Sage Vantage, assignable simulation activities offer students an engaging, hands-on way to deepen their understanding of core concepts and sharpen their decision-making skills using workplace scenarios. Aligned with learning objectives and tailored to each chapter, these activities provide students with immediate feedback to enhance their learning and build their confidence.
  • The Second Edition has been retooled around three core principles shaping modern business: environmental and social impact, entrepreneurial thinking, and ethical behavior. Students are encouraged to do good, create boldly, and act with integrity.
  • All-new case studies throughout the book—three in each chapter—introduce students to a range of innovative businesses tackling complicated social and environmental problems while also turning a profit.
  • New chapter 2, Business Impact, Entrepreneurship, and Ethics demonstrates the role of growth mindset in business, explains the role of business in creating meaningful change in the world, and explores frameworks to navigate ethical challenges across business functions.
  • Chapter 6, Marketing, and Chapter 8, Sales, now cover these two key functions in distinct chapters.
  • Extended coverage of core economics concepts in chapter 1, chapter 3, and a new dedicated appendix introduces students to the foundations of microeconomics and macroeconomics.
  • The explosion and widespread acceptance of generative artificial intelligence (AI) is integrated into discussions across the book, highlighting its growing relevance and impact within each area of business.
KEY FEATURES:
  • Each chapter offers 3 case studies that highlight how companies are working towards positive social impact. Cases are mapped to the UN Sustainable Development Goals.
  • Entrepreneurial Thinking activities ask students to develop the mindset and skillset they need to be successful in their professional careers.
  • Ethical Challenge activities prepare students to address ethical dilemmas, critically evaluate options, and consider the consequences of different decisions.
  • The Business Impact Project helps students apply what they've learned and gain a holistic understanding of how all the building blocks of business work together.
  • Unique chapters on business models, and data, systems, and business analytics ensure students have the knowledge they need to succeed in today's business environment.
  • Demonstrates AACSB guiding principles and standards for business accreditation with integrated coverage of technology, ethics, social responsibility, and sustainability.
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