Reacquaint yourself with Dry Soda, the focus of Case 9.1. Suppose the company hired you to investigate how licensing, strategic alliances, and joint ventures could spur its growth. How would you approach the investigation? Are the licensing, strategic alliances, and joint venture opportunities limited or plentiful? What types of deals do you think would be appropriate for Dry Soda?

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CASE 9.1 DRY Soda: How One Company Put the Right People in Place both Prelaunch and Postlaunch Web: www.DRYsoda.com Twitter: DRYSODA Facebook: DRY Soda Co. Bruce R. Barringer, Oklahoma State University R. Duane Ireland, Texas A&M University Introduction In 2005, Sharelle Klaus was lamenting the lack of beverage choices for women who like upscale dining but can't drink alcohol while they're pregnant. A mother of four, she had experienced this frustration before. Klaus would frequently dine out with her husband and others, but felt left out when he and their dinner companions ordered wine to complement their meals. The restaurants (continued)