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YONG is a "great" candidate for business school case studies and term papers. It has all the characteristics of a dot com, but in a nutrient business of all things. Excitement, drama, passion, the shorts, the longs, and a BRIC cultural setting. I can imagine MBAs with a leaning toward marketing investigating and comparing the Blue Ocean strategy with multi-level marketing and others. I can imagine those with a leaning toward accounting pouring over the financials and notes to analyze not only the data, but the way it is presented. I can imagine those with an entrepreneurial spirit looking closely at the RTO method with its bumpy ride and comparing it to the longer (and potentially more risky) route of the conventional IPO.

Finally, this is just a great candidate for studying the pros and cons of corporate transparency and the role of executive character and leadership in growing a real and enduring business from a dream.

It is completely fascinating to watch the effect on stock price of the investor community, which at this very early stage has a lot more to do with emotion than analysis. Or should I restate that to say "a lot more to do with trying to make a quick buck than becoming part owner of a business".

Almost makes me wish I was back in class.

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