Decisions about entering into a new business venture involve a variety of considerations, despite the level of experience an entrepreneur has. This case presents the story of a business owner Bennett Gage and his decisions concerning whether or not he should enter into a business where canines are used to detect bed bugs in hotels. This case study gives the reader an opportunity to wrestle with some of the many questions that are part of entering into the creation of a new service.
Foxx, William K.; Northam, Melissa C.; and Burns, Corlette S.
"The Scent of Change: A Case Study,"
Atlantic Marketing Journal: Vol. 5
, Article 2.
Available at: https://digitalcommons.kennesaw.edu/amj/vol5/iss2/2
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Entrepreneurial and Small Business Operations Commons, Marketing Commons, Sales and Merchandising Commons