“The book's comprehensive coverage, diverse perspectives, and insightful discussions about the brain era of entrepreneurship make it a must-read for students, researchers, and practitioners alike. Dr. Victor Pérez Centeno has written a book that is both engaging and informative, making it a worthy addition to the bookshelves of anyone seeking to better understand the complex and dynamic world of entrepreneurship." Ehsan Chitsaz, The NBICs Scientific Committee, Faculty member, School of Entrepreneurship, University of Tehran"Vik Perez's Neuroscience and Entrepreneurship: Researching Brain-Driven Entrepreneurship stands at the intersection of entrepreneurship and neuroscience, offering an innovative and insightful exploration highly relevant to the field of business and economic psychology. Perez pioneers a 'brain-driven era' of entrepreneurship research, which repositions the entrepreneur's brain as a pivotal subject of study, harnessing neurotechnologies and experimental designs to delve into entrepreneurial decision-making, emotions, and performance.The book's structure is methodical, progressing from the historical evolution of entrepreneurship research to its current and potential future states. This groundwork is crucial for appreciating the brain-driven approach that Perez advocates-a paradigm shift integrating the cognitive, emotional, and behavioral aspects central to business psychology.Perez skillfully navigates the technicalities of applying neuroscience to entrepreneurship, addressing technologies, experimental designs, and the potential paradigmatic disruptions. His holistic approach resonates profoundly with business and economic psychology, as it underscores the psychological underpinnings of entrepreneurial behavior and decision-making processes. Moreover, the discussion of limitations and ethical considerations of neurotechnologies reflects a nuanced understanding of the practical challenges and ethical dilemmas often encountered in psychological research.Targeting a broad audience, including scholars, students, and practitioners, Perez's work is a seminal contribution to the fields of entrepreneurship and business psychology. It challenges conventional perspectives and encourages a reevaluation of entrepreneurial cognition and behavior through the lens of neuroscience.For those in business and economic psychology, this book is not only a compelling read but also a call to integrate more interdisciplinary approaches in understanding the complexities of entrepreneurial behavior. It's a significant step towards a more nuanced and empirically grounded understanding of the entrepreneurial mind, offering valuable insights for both research and practice in our field." Professor Dr. Christian Fichtner, Head of the Institute for Business Psychology and Research Kalaidos University of Applied Sciences, Zurich, Switzerland"In Neuroscience and Entrepreneurship Research, Víctor Pérez Centeno makes a good case about the need for a fresh perspective on entrepreneurship, one that uses more meaningfully the tools from neurotechnology with the aim of assessing what goes inside the brain of the entrepreneur. Mr. Pérez Centeno calls this a “brain-driven approach”. The book begins with a walk through the various approaches to entrepreneurship since the late 19th century to the present day and continues with a useful tour of the various neurotechnologies available, such as EEG, EERPs, fMRI and others. Several examples of the use of these technologies are given, although relatively few for entrepreneurship proper. Overall, this is a useful and stimulating work about how neurotechnology could be used to advance the field of entrepreneurship. It must be said, though, that much remains to be done to prove that this approach is as valuable as advertised and I look forward to reading more about practical applications of the ideas in the book. The lack of sufficient actual applications of this approach to entrepreneurship raises the issue of whether this “brain driven approach” could also be applied to other behavioral areas, such as artistic creativity or leadership for example, and what is specific about its application to entrepreneurship." Neantro Saavedra-Rivano, Professor Emeritus, University of Tsukuba, Tsukuba, Japan"Sir Isaac Newton has been quoted as saying that he felt like a small boy picking shiny pebbles on the beach 'whilst the great ocean of truth lay all undiscovered before me.' That is how I feel about neuroentrepreneurship. So many keen insights yet so much more to be done. Vik Perez shares that sentiment and has written an ambitious big-picture effort that supports some equally ambitious deeper dives into that vast ocean of neuroscience. Neuroscience is HARD yet the rewards from that hard work into theory and methods is already paying off. Even you dismiss most of this book, you will still find a shiny pebble or two and at least one mechanism to begin your own 'ocean voyage'!" Professor Dr Norris Krueger, Entrepreneurship Northwest"I have enjoyed reading this book. It applies neuroscience to study entrepreneurship and introduces a brain-driven approach to exploring entrepreneurial phenomena in our fast-changing world. This book is excellent for entrepreneurship scholars, students and practitioners who want to understand the fundamentals of neurotechnology in exploring entrepreneurship behavior. Furthermore, the book stands out for its sound research agenda that aims to establish a synergistic link between neuroscience and fourth-generation entrepreneurs." Prof. Dr. Bishnu Kumar Adhikary, School of Business and Economics, University of Hyogo"Neuroscience and Entrepreneurship Research by Dr Víctor Pérez is a seminal book that offers a provocative and insightful exploration of the neurological aspects of entrepreneurial behavior. This book is immensely valuable for anyone, including pracademics—those who bridge theory and practice—who are interested in exploring the future of entrepreneurship research and practice.I'm particularly fascinated by how the head (analytical), heart (emotional), and gut (intuitive) drive decision-making among highly paid entrepreneurs. I believe Victor's book provides a groundbreaking perspective that positions the brain as the fundamental driver of entrepreneurial success, offering a visionary approach to tackling this complex conundrum." Dr Ramesh Zaidi Rozan, Associate Professor Technologist & Pracademic, Head of FM Training Solution, Faculty of Management, Universiti Teknologi Malaysia, Malaysia "I highly recommend this pioneering book, which explores the emerging field of neuro-entrepreneurship, also known as entrepreneurial neuroscience. It offers a unique perspective on entrepreneurial behavior through the lens of cognitive neuroscience, shedding light on the brain regions and functions that drive entrepreneurial success. Victor’s book is an invaluable resource, introducing for the first time an innovative, brain-centered approach for training, monitoring, and optimizing the cognitive, emotional, and behavioral performance of entrepreneurs.For those eager to explore the neuroscience of entrepreneurship and Victor’s forward-thinking vision of transforming the field from static analysis to dynamic, brain-driven enhancement, this book is a must-read." Mehmet Fatih Varlı, Ph.D., Assistant Professor, Department of Psychology, Istanbul Topkapi University, Director, Institute for EEG Neurofeedback, Turkey branch"As an educator, I see Victor’s book as an essential resource for faculty and students working within the areas of entrepreneurship, education and neuroscience. It presents a first-ever model that characterizes how brain science can elevate both the research and practice of entrepreneurship.A key feature of this influential work is the introduction of the 'Entrepreneurial Enhancement' concept, through which Victor argues that the future of entrepreneurship will inevitably move from traditional research on entrepreneurial phenomena to the design and implementation of neuroscience-based training programs aimed at enhancing entrepreneurial performanceThese concepts are put into action through the WNYLE method, highlighted as the first use of Victor’s brain-driven, forward-looking approach to strengthen students' entrepreneurial mindset." Professor Sanmitra Chitte, Dean, School of Business, World University of Design, India
