The Right Stuff: A NASA Technology–Based New Venture and the Search for Markets on Earth

Siri Terjesen

Entrepreneurship Theory and Practice, 2016, vol. 40, issue 3, 713-726

Abstract: 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.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:40:y:2016:i:3:p:713-726

DOI: 10.1111/etap.12144

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