Students at all levels of study of psychology of entrepreneurship and new product branding and marketing, as a young executive IBM decides to become an entrepreneur. It must evaluate its business plan to seek advisers and decide how much money would it take to get started. His idea of the product? On the move water for the dogs. In the study of the market and the full team of advisors gathered, he must decide whether to take the plunge. "Hide
by Saras Sarasvathy, N. Ali Source: Darden School of Business 11 pages. Publication Date: May 14, 2009. Prod. #: UV2014-PDF-ENG
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