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Darden University of Virginia (USA)
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Taking the Plunge: New Luxury Ventures
Sarasvathy, Saras D.; Ali, N.Case DARDEN-ENT-0070-EEntrepreneurshipStudents 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.Starting at €8.20
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Taking the Plunge: New Luxury Ventures - Teaching Note
Sarasvathy, Saras D.; Ali, N.Teaching Note DARDEN-ENT-0070TN-EEntrepreneurshipTeaching note for product ENT-0070Starting at €0.00