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.
Get full access to this article
View all access options for this article.
References
1.
Bureau of Labor Statistics (BLS). (2012). Occupational Outlook Handbook. Available at http://www.bls.gov/ooh/, accessed 18 November 2014.
GlazerJ.L. (2005). Management of heatstroke and heat conditions. American Family Physician, 71(11), 2133–2140.
5.
GreenleafJ.E., GeelenG., JacksonC.G.R., SaumetJ.–L., JuhosL.T., KeilL.C., et al. (1992). Vascular uptake of rehydration fluids in hypohydrated men at rest and exercise. NASA Technical Memorandum 103942. Available at http://ntrs.nasa.gov/archive/nasa/casi.ntrs.nasa.gov/19930016944_1993016944.pdf, accessed 12 November 2014.
