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The book designs a new model on how potential stakeholders can successfully be persuaded to invest into radical innovations or simply said "new ideas". The problem innovators pitching innovative ideas face is the lack of information available. The absence of information regarding the potential markets, product performance and financial planning of the new innovation poses challenges to present a comprehensive long-term innovation business plan. The classical presentation tools such as the business plan orientated towards a long term business analysis cannot be applied fully, because of the information absence. The book designs a new model using new alternative persuasion ways that extract new approaches from different scientific areas relevant to the phenomenon of persuasion and decision making. This new adapted model, defined as PsyEntMar model, combines new insights in the field of entrepreneurship, psychology and neuromarketing as essential tools to persuade stakeholders to invest in new ideas.

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Patrick completed an MBA as the youngest of his year in entrepreneurship & innovation at the biggest European Business University and the oldest technical university of Vienna. During this time he worked at Austria´s largest StartUp incubator that amongst many other initiated Runtastic and he is co-founder of Austria´s biggest StartUp Community.

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