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The Entrepreneur's Identity Standard solves the psychological problem of how tech start-up entrepreneurs deal with strategic decision-making processes in their ventures based on how they see themselves. A pioneering doctoral study carried out by the author at a digital tech incubator in the UK serves as the basis for this book. That is why there is a significant number of real-life examples from one-to-one interviews with tech founders.
Dr. Tatiana Kukova holds a PhD in Social Psychology of Entrepreneurship from the Department of Economics, Finance & Entrepreneurship, Aston Business School (ABS), Aston University, Birmingham, UK. Her sophisticated theoretical model explained a conflicting relationship between a father as a former entrepreneur and a daughter as a successful entrepreneur in the context of the Goldman Sachs 10,000 Small Businesses UK programme based at Aston Centre for Growth. Dr Kukova prepared this case study for a group of academics at ABS when she was a doctoral researcher. Tatiana lived in the UK for 11 years before moving to Moscow, Russia, in 2018.