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Dr Tatiana Kukova

Dr Tatiana Kukova

Moscow, Russia

Passionate about tech entrepreneurs! I hold a PhD in Social Psychology of Enterprise from the Department of Economics, Finance & Entrepreneurship, Aston Business School (ABS), Aston University, Birmingham, UK.

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About the author

I lived in the UK for 11 years before moving to Moscow, Russia, in 2018.
My 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. I prepared this case study for a group of academics at ABS when I was a doctoral researcher.
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Success! The Entrepreneur's Identity Standard has already sold 7 pre-orders , was pitched to 3 publishers , and will be published by eBooks2go .
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The Entrepreneur's Identity Standard

What Do Entrepreneurs Think About Themselves? And How Does It Influence Their Entrepreneurial Actions?

The main focus is on tech startup founders, who they are in their role, and their actions based on how they see themselves.

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Entrepreneurship & Small Business
21,592 words
100% complete
2 publishers interested


'The Entrepreneur's Identity Standard' solves a psychological problem of how tech startup entrepreneurs deal with strategic decision-making processes in their ventures based on how they see themselves. The book draws on a pioneering doctoral study conducted by the author through interviewing digital technology entrepreneurs at one UK tech incubator. That is why there is a significant number of real-life examples from the digital tech sector.

My background is in university teaching and learning as I was a Sessional Lecturer in Entrepreneurial Strategy at Aston Business School in Birmingham, the UK for six years.

Apart from PhD in Management (Social Psychology of Enterprise), I also hold an MSc in International Travel & Tourism Management from the Oxford School of Hospitality Management, Oxford Brookes University, UK; a First Degree in Management from the Institute of Business Studies (IBS Moscow) within the Russian Presidential Academy of National Economy and Public Administration (RANEPA), Moscow, Russia; Cambridge Certificate of Proficiency in English (CPE), the University of Cambridge ESOL Examinations gained at Oxford Open Centre, Oxford, UK; and Aston Certificate in Learning and Teaching in Higher Education from the Centre for Learning Innovation and Professional Practice, Aston University, Birmingham, UK.

Sales arguments

  • The Tech Nation Report 2019 Final, pp. 3, 12, 4: "…the UK is a critical hub in the global tech ecosystem and a strong economic performer"; "The UK is a hotbed of tech talent"; "With 5bn of scaleup investment, the UK ranks 4th in the world, after the US, China and India."
  • US Startup Outlook 2019: Key insights from the Silicon Valley Bank Startup Outlook Survey, pp. 5, 11. The findings: "71% of US startups surveyed successfully raised capital in 2018"; "More than 80% of US startups say they plan to add employees"; "Women are gaining more startup leadership roles."
  • Licha, J. and Brem, A. (2017). Entrepreneurship education in Europe – insights from Germany and Denmark. International Journal of Entrepreneurship and Small Business, Vol. 33, Issue 1, pp. 1-25. According to this article, "universities all over Europe invest in entrepreneurship education through offering structured programmes. Moreover, incubators and accelerators arise…"
  • Nambisan, S. (2017). Digital Entrepreneurship: Toward a Digital Technology Perspective of Entrepreneurship. Entrepreneurship Theory and Practice, Vol. 41, Issue 6, pp. 1029-1055.
  • Editorial team. "153 Business incubators for UK for startups & entrepreneurs." Web blog post. Entrepreneurhandbook. 6 Sep. 2019. Web. 21 Jan. 2020.

Similar titles

  • Reboot: Leadership and the Art of Growing Up by Jerry Colonna (Harper Business, New York, 2019). This book is one of self-reflection where the author provides many questions and prompts to stimulate leaders' abilities to engage in 'radical self-inquiry'. My book, however, provides a new language and a different description of startup leaders by concentrating on the entrepreneur's identity and three different types of entrepreneurs.
  • Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin (Portfolio Penguin, New York, 2018). It is a revealing book where the author gives a heartfelt account of his year-old depression and describes how it affected him, his employees, and the functioning of his startup. My book reveals the "secrets" of what tech founders think about who they are in their role of entrepreneurs. I would argue that the rollercoaster of startup life goes hand in hand with their identity.
  • What You Do Is Who You Are: How to Create Your Business Culture by Ben Horowitz (William Collins, London, 2019). The attention of this book is on how to define the company's cultural virtues as a CEO, and how to be a good leader who embraces trust and loyalty for robust decision-making. My book will help the CEOs understand others and themselves better to create the culture they can be proud of because it is inseparable from their identity standard.


The book is primarily written for tech startup founders in their 20s and 30s at incubators/accelerators, and students of business, entrepreneurship or engineering at universities or colleges interested in startups.

Advance praise

Startup Entrepreneurs' Testimonials

These are some of the comments made by the tech startup founders who have participated in the author's doctoral research. The names of the entrepreneurs are not being disclosed because of the UK Data Protection Act (1998).
These statements are about how they saw the author and what they thought about her conversations with them. Examples include:
"You are tenacious,"
"Good questions" (the author has received this remark several times),
"It was very thorough, I think,"
"I've enjoyed it more than I thought I would,"
"It was like a therapy session for me. I really enjoyed that,"
"I've never thought about it until you asked me,"
"I wonder how I was compared to other guys/others here" (the author notes that many tech startup founders wanted to know that),
"My whole family knows about your research now," and
"I'll be very interested in reading the result of the study."

2 publishers interested
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  • Update #1 - Book Launch! Oct. 26, 2020

    My book has already been published, and it is available in paperback, hardcover, and ebook formats on Amazon worldwide. 

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