The Entrepreneur's Identity Standard provides a groundbreaking understanding of the entrepreneur's identity because it shows how tech founders make decisions based on how they see themselves.The book draws on pioneering research conducted by Dr Tatiana Kukova, the author, at Aston Business School in Birmingham, UK by interviewing digital technology entrepreneurs at one UK technology start-up incubator.You will receive: - A wide range of real-world examples of start-up entrepreneurs connected to their identity- Three different types of tech start-up founders according to their identity standard- A better understanding of the role of the entrepreneur in a start-up, so you can engage in a completely new way of thinking about them.