Trilogy Book One - Preparing for Entrepreneurship
Book One,
Preparing for Entrepreneurship, opens the curtains on A
Trilogy
on Entrepreneurship. As the title proclaims, Book One endeavors to take the
entrepreneur through the step-by-step process of Opportunity Seeking, Opportunity
Screening and Opportunity Seizing. The first step allows the entrepreneur to
unravel the myriad possibilities in finding a good business venture by following
any one of several proven methodologies. This is a creative and divergent thinking
process. The second step evaluates the possibilities using logical and convergent
thinking based on criteria deemed important by the entrepreneur. The third step
enables the entrepreneur to focus on the critical variables that could make or break
a business and differentiate its products from competitors. To ensure success, the
entrepreneur must validate the opportunity through rigorous Market Research and
its accompanying Marketing Toolkits. Customer Profiling and Location Analysis are the two additional endeavors
that entrepreneur must embrace. The first one enables the entrepreneur to target a specific and appropriate market
segment while the second one chooses the best place for doing business and selling goods and services. Finally,
Preparing for Entrepreneurship, delves into the systematic process of New Product Development.
Dr. Eduardo A. Morató Jr. has been an educator since 1975. Currently, he is the chairman
of the ACE Center for Entrepreneurship and Management Education where he teaches and
writes. Before ACE-ME, Dr. Morató constantly introduced new degree and non-degree
programs at the Asian Institute of Management where he held various positions. He was
Dean of the Institute, Dean of the Graduate School of Business, Associate Dean for the
Asian Center for Entrepreneurship and Associate Dean for the Center for the Development
Management. He conceptualized and developed the very innovative and popular Master
in Entrepreneurship and the highly socially relevant Master in Development Management.
He redesigned the Master in Management into Business Leadership course for mid-career
executives. His other involvements in the field of education include board directorship and chairmanship of the
Assumption College. He has lectured extensively all over the Philippines on Education Management and assisted
institutions on strategic planning.
Dr, Morató has written twelve books and numerous articles, monographs and handbooks. The topics include
Creativity and Institution, Social Entrepreneurship, Finance, Development Management, Art, Leadership and
Governance. Strategic Planning and Management and Self-Mastery. A Trilogy on Entrepreneurship contains the
thirteenth, fourteenth and fifteenth books of Dr. Morató.
At present, Dr. Morató is the president of ABS-CBN Bayan Foundation, Inc., one of the corporate social
responsibility arms of ABS-CBN Broadcasting Network. He consults for and trains multinational corporations,
Philippine public and private enterprises and educational institutions.
Dr. Morató earned his Bachelor of Arts degree, cum laude, major in Economics at the Ateneo de Manila
University. He obtained his Master in Business Management, with High Distinction from AIM and a Phd in
Public Administration from the University of the Philippines where he was a consistent University Scholar.
