Taking the Plunge: New Luxury Ventures

Sarasvathy, Saras

Abstract

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Taking the Plunge: New Luxury Ventures

Saras D. Sarasvathy

University of Virginia - Darden School of Business

Darden Case No. UVA-ENT-0070

Abstract:
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 management

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Date posted: April 5, 2010

Suggested Citation

Sarasvathy, Saras D., Taking the Plunge: New Luxury Ventures. Darden Case No. UVA-ENT-0070. Available at SSRN: http://ssrn.com/abstract=1583302

Contact Information

Saras D. Sarasvathy (Contact Author)

University of Virginia (UVA) - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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