Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for E203
Reference no. E203
Compact case
Subject category: Entrepreneurship
Published by:
Stanford Business School (2005)
13 September 2005
4 pages
Data source:
Field research


The vignette chronicles Amy Baker''s quest to start her own company. Describes Baker''s professional experience before deciding to pursue an entrepreneurial career as well as the factors that finally pushed her in this direction. Baker gives herself a deadline of two years to find an idea and raise money. Eighteen months later, Baker finds a product that she is passionate about: a homeopathic acne medicine targeted to teenagers. However, she does not know whether she should buy the trademark for the product outright or try to minimise risk by licensing it. In addition, she still needs to structure her start-up and raise the money to fund it. She is exhausted and wonders whether she has the energy to continue.


Women / female entrepreneur; Start-up; Consumer products; Licensing versus acquisition of trademark
< 15 employees, USD5-20 million (annual)
Other setting(s):

Access this item
View our pricing guide
or to see prices.

Reviews & usage