Entrepreneurial Marketing - The Comic Book Guy

Premise

Humor helps engage students in this case, in which the protagonist can be playfully caricatured as a comic book geek: "Large corporations and universities can afford premium sources of market research. But after graduation, if you go into business for yourself or work for a smaller company, what are your options? Herb Azaria wants to open a comic book store. He has some inventory in cardboard boxes in his garage, but he’ll need to convince some investors or a bank to fund his dream. And he’ll have to decide whether to open his store in Miami or to move back into his mother’s basement in Boston and open his store there.

Submitted By

Andy Spackman, MBA, MLS
Business and Economics Librarian

1522 Harold B. Lee Library
Brigham Young University
Provo, UT 84602

(801) 422-3924
andy_spackman@byu.edu[1]
www.lib.byu.edu/business[2]