The right stuff: : A NASA technology-based new venture and the search for markets on earth

• Autores: Siri Terjesen
• Localización: Entrepreneurship: Theory & Practice, ISSN-e 1540-6520, Vol. 40, Nº. 3, 2016, págs. 713-726
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • 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.