Trilogy Book two - Growing the Enterprise
Book Three, Growing the Enterprise, nurtures and propagates the business venture.
The first chapter documents the formation and evolution of three entrepreneurs
and their enterprises. Lessons from the three case studies are abstracted into
general guidelines for the gestation of enterprises into robust corporations. This is
supported by a framework on the Enterprise Life Cycle and Life Forces originated
by the author. The next four chapters of Book Three immerse the entrepreneur
in the four functional areas of enterprise development: Marketing. Operations,
Human Resource and Financial Management. Finally, Book Three tackles three
more case studies on Asian family enterprises, spanning two or three generations,
to highlight alternative enterprise growth strategies and expansion models. Again,
the chapter abstracts invaluable lessons for the entrepreneur with a far-sighted vision and highly ambitious
goals.
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.
