Case
Teaching Notes
Abstract
Dr Scott Pierce is a well respected veterinarian in the equine industry. His research into hyaluronic acid (HA), a supplement used to treat joint conditions in horses, led him to develop products for humans. As an innovative entrepreneur, Dr Pierce considers ways to brand and market his new food supplement to US consumers. The case profiles his foray into infomercial marketing and the challenges he faced as he searched for partners, suppliers and distributors.
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