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Taking the Plunge: New Luxury Ventures
Sarasvathy, Saras D.; Ali, N. Case ENT-0070 / Published May 14, 2009 / 11 pages.
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Product Overview

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.


Learning Objectives

1. Gain insight into the psychology of the entrepreneur 2. Realize that informal advisors are valuable 3. Weigh the pros and cons of leaving the corporate world for the uncertainty of entrepreneurship

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  • Overview

    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.

  • Learning Objectives

    Learning Objectives

    1. Gain insight into the psychology of the entrepreneur 2. Realize that informal advisors are valuable 3. Weigh the pros and cons of leaving the corporate world for the uncertainty of entrepreneurship