Taking the Plunge: New Luxury Ventures

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


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.



Sarasvathy, S. and Ali, N. (2017), "Taking the Plunge: New Luxury Ventures", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000289

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