The entrepreneur and chief executive officer (CEO) of sensual products life turned revolutionary botanical disinfectant called Benefect, the flagship product of the company. This new product is unique among disinfectant products is that it is non-toxic, unlike most conventional disinfectants that contain harmful chemicals such as ammonia, alcohol and chlorine. As a result of the unique properties of the product, the Director General received numerous offers to purchase or license the technology and are faced with a decision regarding which offer, if any, it should take. The purpose of this case to expose the students out of business situations, and social issues related to the enterprise of advanced technology. Subsequent complementary case, reasonable Products Life (B), product # 907M58, enters fifth opportunity for students in the form of a joint venture with a major firm of product development. The deal includes Sensible Life Products Co Benefect further development of the product in the consumer focused product sanitizer. "Hide
by Charlene Zietsma, Brent McKnight Source: Richard Ivey School of Business Foundation 10 pages. Publication Date: August 15, 2007. Prod. #: 907M57-PDF-ENG
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