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Case
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Reference no. 815-081-1
Compact case
Subject category: Entrepreneurship
Published by:
ESADE Entrepreneurship Institute (EEI) (2015)
Length:
4 pages
Data source:
Field research

Abstract

This is part of a case series. After eight years working at Xocolates Torras, Pere Costa was out of the company when all of a sudden it was sold. First, he looked for a new job but after three months being unemployed Costa decided to create his own business. Using the expertise he acquired during his prior job, he decided to produce chocolate diet bars for industrial clients under contract manufacturer agreements. He spent his money to be ready to start producing the bars and he even got the verbal promise of Merck executives that they would place orders for his company to produce the chocolate diet bars Biomanan(R). However, this promise failed to materialize into orders, and his financial situation became unsustainable. He had to decide what to do next to make his new venture viable. The Biocentury cases illustrate the 'Customer Development' process which an entrepreneur followed in starting his new business, making it grow, and building it into a consolidated company ready for sustainable growth. When discussing the case, 'Effectuation' can help the students to understand some of the decisions the entrepreneur took when setting up his new company. This case has been written for use in the Entrepreneurship course of the Master of Science in Innovation and Entrepreneurship. However, it can also be used in introductory entrepreneurship courses for MBA students or Executive Education programs.

Topics

Entrepreneurship; Customer development; Effectuation; Business creation
Location:
Industry:
Size:
EUR9,876,000 income, 46% average annual sales increase
Other setting(s):
1990-1996

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