1 Explain the rationale to enter a
mature market with a successful and established brand, the GustBuster®.
2 Has Senz turned its back on
regional and national governments by manufacturing in China? The objective of
incubators is to encourage economic growth locally.
3 This case raises important
policy issues regarding how countries encourage employment and new business
start-ups. Senz has decided to manufacture in China rather than The
Netherlands. What, if anything, can governments do to encourage manufacturing
4 Should universities be
encouraging students to start their own businesses or to go and work for companies
such as Shell/Unilever?
5 Was it the technology that won
customers, the design or both?
1 How significant was the
university association for the entrepreneurs? Could they have succeeded without
2 Should Senz have sought a
licensing deal with Adidas, North Face or Berghaus?
3 Senz Technologies has had
limited success outside umbrellas. Why?
4 The pricing of the product seems to have
limited its mass appeal. Why?