Abstract
This is a real-life story, stretching over a 5-year period, where the entrepreneur looks back and describes the choices made and the reasons for his decisions. It offers opportunities to discuss how the entrepreneur perceives his situation and how this perception affects his actions and choices. The case reports a real venture and its history as told by the prime founder. The text tells his story, his emerging challenges and dilemmas, and what drives him. The founder tells what was done to overcome these challenges and how this led to new challenges. The story ends in January 2020 at a decision point. The suggested structure of the students' work on the case is a stepwise longitudinal study: taking the student from problem definition, clarifying the goal of the entrepreneur, searching for suitable theories guiding an understanding of the situation, and then performing a stress test of the chosen theory. The suggested structure involves group work for setting the scene and formatting the information. Reflections on the usefulness of the theory can be evidenced in an essay or in an oral presentation, individually or in groups.
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