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

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  • Siri Terjesen

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.

Suggested Citation

  • Siri Terjesen, 2016. "The Right Stuff: A NASA Technology–Based New Venture and the Search for Markets on Earth," Entrepreneurship Theory and Practice, , vol. 40(3), pages 713-726, May.
    • Handle: RePEc:sae:entthe:v:40:y:2016:i:3:p:713-726
    DOI: 10.1111/etap.12144
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    Cited by:

    1. Scarrà, Deepa & Piccaluga, Andrea, 2022. "The impact of technology transfer and knowledge spillover from Big Science: a literature review," Technovation, Elsevier, vol. 116(C).
    2. Giovanni Radaelli & Claudio Dell’Era & Federico Frattini & Antonio Messeni Petruzzelli, 2018. "Entrepreneurship and Human Capital in Professional Sport: A Longitudinal Analysis of the Italian Soccer League," Entrepreneurship Theory and Practice, , vol. 42(1), pages 70-93, January.

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