Alcohol consumption ad nauseam – without any consequences? How to launch an alcohol-reducing product on the market

Abstract

Subject area

Ethical Entrepreneurship; Internationalization of small and medium enterprises (SMEs).

Study level/applicability

Bachelor and Master courses in International Management and Entrepreneurship.

Case overview

A German medical scientist developed a product which was able to absorb alcohol in blood and consequently reduced the alcohol-level. He tested it with the participation of 170 volunteers at a private party. The product was consumed after alcohol consumption and the result was an alcohol reduction by 20-70 per cent. In addition, the volunteers had either no or only small symptoms of a hangover. The students shall discuss the different business models the medical scientist could implement by taking into account ethical issues. To give them necessary working data, the case includes European environmental data (including information about the European food industry and the functional drink market), an insight into the European legal issues of starting a business in the food segment (including definitions of “food”, “food supplement” and “health claim regulation” and how these factors impact entrepreneurial decisions), current events in the European food branch and examples of possible competitors. The case is built on a real product development and on current information and facts.

Expected learning outcomes

To become involved with entrepreneurial thinking and entrepreneurial decision-making. To debate ethical issues in the entrepreneurial process. To become aware of the complexity of internationalization in the field of SME as well as to reflect upon and sketch appropriate strategies.

Supplementary materials

Teaching note.

Citation

Poech, A., Peisl, T.C. and Lorenz, T. (2011), "Alcohol consumption ad nauseam – without any consequences? How to launch an alcohol-reducing product on the market", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111129681