The Right Stuff: A NASA Technology‐Based New Venture and the Search for Markets on Earth

14 Pages Posted: 9 May 2016

See all articles by Siri A. Terjesen

Siri A. Terjesen

Norwegian School of Economics (NHH); American University

Date Written: May 2016

Abstract

This case follows entrepreneur David Belaga's journey in identifying, licensing, and commercializing a National Aeronautics and Space Administration patent for a novel beverage that helps astronauts and athletes stay hydrated. The case reviews the entrepreneurial processes of identifying an opportunity, licensing the technology, creating a supplier network, assembling a board of advisors, developing a social media strategy, and fine‐tuning the marketing mix. The case ends with Belaga's major challenge of reaching new customer markets.

Suggested Citation

Terjesen, Siri A., The Right Stuff: A NASA Technology‐Based New Venture and the Search for Markets on Earth (May 2016). Entrepreneurship Theory and Practice, Vol. 40, Issue 3, pp. 713-726, 2016. Available at SSRN: https://ssrn.com/abstract=2776847 or http://dx.doi.org/10.1111/etap.12144

Siri A. Terjesen (Contact Author)

Norwegian School of Economics (NHH) ( email )

Helleveien 30
Bergen, NO-5045
Norway

American University ( email )

4400 Massachusetts Ave, NW
Washington, DC 20016
United States

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