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J&J, Inc.
Lynch, Luann J.; Frank, Mary Margaret Exercise C-2361 / Published June 18, 2015 / 2 pages.
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Product Overview

Jack and Jill, first-year MBA students at the Darden School of Business, discovered their mutual interest in entrepreneurship and agreed to consider developing a small start-up during the summer after their first year. After much contemplation, they came up with an innovative idea for creating their own new business venture. Undergraduate students at the University of Virginia were welcomed on campus each fall, and Jack and Jill thought those students presented an untapped opportunity to offer these incoming students ergonomic desk chairs for their dormitory rooms.

  • Overview

    Jack and Jill, first-year MBA students at the Darden School of Business, discovered their mutual interest in entrepreneurship and agreed to consider developing a small start-up during the summer after their first year. After much contemplation, they came up with an innovative idea for creating their own new business venture. Undergraduate students at the University of Virginia were welcomed on campus each fall, and Jack and Jill thought those students presented an untapped opportunity to offer these incoming students ergonomic desk chairs for their dormitory rooms.

  • Learning Objectives