Reviewed by Sherri (Sharon) LaRue, Associate Professor, University of Alaska Anchorage on 11/9/20, updated 1/10/21

Reviewed by MARCUS LACHER, Instructor, Minnesota State Community and Technical College on 3/27/21, updated 6/1/21 Chapter 12 are the most popular to the sales and marketing students. I would recommend using the term “consumer persona” as a tool for market segmentation summarized in the chapter. To help be consistent with the “4 P’s of Marketing” make the connection with the previous chapter’s LO. “Promotion and Distribution (aka ‘Place’)”. The graphs and navigation were easily used and free of errors. There were clear explanations of the images and charts that expanded on the content being presented. Navigating this text was very user-friendly and straightforward.

PARENTS & LEARNERS

As a textbook targeted at an introductory course in business, the Introduction to Business - 2018 textbook provides a practical overview of various aspects of business over the course of 17 chapters. In addition, this textbook provides key terms (with definitions) at the end of each chapter, which is easier for students to access than looking at one large glossary at the end of a textbook. The challenge with any books, especially business books with the need and importance to include relevant and real-life examples and case studies. Unfortunately, all of those stories are short-lived and perishable until the next big story makes them obsolete and stall. Complicated topic of ethics. Very relevant to incorporate Corporate Social Responsibility (CSR). Would be nice to include more information on “Benefit Company”.

While this textbook was written in 2018, it was last updated in 2023. The content presented seems up-to-date, providing students with real-world examples that are relevant to their coursework. I think there will always be room for updates, especially around management and including information from the past few years of the pandemic. Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. About the Contributors Authors Each chapter contains a “key terms” section where terms from each chapter are defined. Further, this text is written in a way that flows well and is easily understandable to the lay person. The general concepts of business don't change very much over time. The case studies and examples are constantly changing. There is always the next big thing as well. The textbook does a good job of keeping the information basic and evergreen. I ask the students to provide more up to date examples and talk about the latest trends.The clarity of the text is clear, concise, and well suited for early college use. Students will learn new terminology throughout each chapter, with definitions and a glossary at the end of each chapter. Very professionally-constructed textbook. On-par or greater than commercially-produced books from the major publishers. Very relevant for the pre-pandemic business world. The text gives professors information, tips, case studies, in-text videos, ethics activities, and other experiential activities needed for an interesting, informative and lively course. The materials were enough to keep my 3-hour class fully engaged with various activities that tied into the concepts for each chapter. The students enjoyed using the text because of the easy-to-read layout, the easy online navigation, and most of all students appreciated the fact that the text was free. Really liked this book, as well as the instructor materials that suggested appropriate video links. I would like to see more end-of-chapter activities with more in-depth assessment prompts. There are plenty of open-ended, critical thinking prompts, but more structured activities would be welcome too. I have utilized the text for two courses, and I cannot recall finding any technical errors with the book.

There is an obvious flow within the text. The first chapter lays out the principles of business. From there, the text progresses from ethics to marketplace to structure to strategies to finance. The examples and case studies used are relevant to today's business concerns. Real world companies and business products are examined. The "Hot Links" add additional relevant resources. Many recent business stories are used as examples in teaching fundamental concepts. This really increases the relevancy and integrity of the text. The authors do not shy away from trendy subjects, products or people. For example, a lot of references to Elon Musk, China, Google, etc. The text and associated instructor materials are of very high quality appearance. The images, and videos are excellent. As with most texts, a few hyperlinks no longer work, but that is a teachable moment for students as well!

FOR EMPLOYEES

This text serves as an introductory text for business. With that said, there’s not too many areas, as far as foundational principles are concerned, that become “out of date”. However, the structure of the book is such that updating areas would be easy to implement. I believe the textbook was well diversified throughout. I think this is another area that will continue to evolve as it is updated.

Reviewed by Zachary Ward, Assistant Professor of Health Administration, University of Southern Indiana on 4/18/22 It does not appear that the book is set-up using a modular approach or using sections to breakdown the 17 chapters in 4-5 broad sections or modules. Consider using a common modular format that include Business Basics, Marketing, Operations and Finance.The subject matter covered in each chapter is extremely relevant for today's business student. An inclusive and varied amount of examples and exercises are provided in each chapter. Each chapter in the text follows the same basic outline. There is an introduction that sets the stage for the major concept(s) that will be discussed in the chapter. Additionally, each chapter opens with learning outcomes listed. Each chapter is a new theme or aspect of business and can be presented independently, skipped or expanded upon.