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.
CitationDownload as .RIS
University of Virginia Darden School Foundation
Copyright © 2009 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.