Solved Case Analysis: Taking the Plunge: New Luxury Ventures by Saras D. Sarasvathy, N. Ali

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Description

Students at all levels explore the psychology of entrepreneurship and new product branding and marketing as a young IBM executive decides whether to become an entrepreneur. He must evaluate his business plan; seek advisors; and decide how much money it will take to get started. His product idea? On-the-go water for dogs. With market research complete and a team of advisors assembled, he must decide whether to take the plunge.

Publishing Authority:

Darden Business Publishing – University of Virginia

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