Taking the Plunge: New Luxury Ventures
Saras D. Sarasvathy
University of Virginia - Darden School of Business
Darden Case No. UVA-ENT-0070
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.
Number of Pages in PDF File: 12
Keywords: decision making, entrepreneurship, risk managementworking papers series
Date posted: April 5, 2010
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