The Right Stuff: A NASA Technology–Based New Venture and the Search for Markets on Earth
本案例追踪企业家David Belaga如何识别、许可并商业化NASA的一项专利饮料技术，帮助宇航员和运动员保持水分，并面临开拓新客户市场的挑战。
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.